I think its partly about quarterly earnings and pleasing share holders. Microsoft's stock futures aren't really based as much on gaming side, while xbox is purely on gaming side. While Microsoft and xbox are part of the same corporate entity, each section is evaluated as a separate piece of the puzzle and one divisions performance during a quarter can drag the whole stock on a bear or bull run. Financially its a better yield to invest in hyping the xbox release. That said, feel theres missed marketing opportunities on the xbox release as well, so they just might not be highly invested in the whole thing at all and just saw it as a quick asset grab.