MS has always won the pre-game hype every year.
In 2013, they talked about 'killing Sony.' In 2014, you can't go on Phil Spencer's twitter without hearing him talk about E3 plans, and his interviews teased 'amazing Japanese developer! More at E3" or "soulful game to reveal at E3!" (Scalebound & Ori) And if I'm not wrong, he even teased stuff like interest in reviving old IPs and such.
This year, Spencer is more 'quiet', but he still teased 'new IP reveal' and Rare teased their next project for E3 reveal. And Gears talk. And how simply showing gameplay of the 2 CGi trailer announcements last year ( Crackdown & Scalebound ) alone would be good.
You are way too bothered by MS's bravado, and make assumptions of how Sony's lack of response to it is somehow supposed to mean something.