That's not strictly true. It has to impress, but impressing has less to do with marketing than with actual game quality. This is a slightly uphill battle, as I suspect MS has held better relations with the press than Sony, and the press are the main culprits when it comes to overhyping titles.
I think Sony hasn't been able to build up the proper hype with the press to get them to froth like idiots over their games. But I don't think it's impossible, it'd just cost money.
How much of this has to do with the fact that in many cases Sony has been failing to deliver on their hype?
Even the gaming press, who thrive on hype, have a limit to how many times they can promote a game or feature based on PR from one of the platform holders and then have them scale-back, delay or underwhelm with the actual product. They need to maintain some credibility. MS has been hit or miss this gen, but they have delivered enough that press outlets are more likely to buy into their "next big thing".
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