Revisionist history. Microsoft has a lot more mindshare in the US and UK than they do pretty much everywhere else and they've been far more aggressive with their pricing and bundles in both markets. They were always going to be much tougher battles for Sony, despite everything that went down at the beginning of this gen.
I also don't buy the idea that Microsoft have worked hard to stay in the race and are on the verge of turning things around. Did you pay any attention to Xbone sales before the fire sales and S launch? They were worse than ever. It remains to be seen whether this is just a temporary bump before yet another slump or if they can actually keep the momentum up.
And why did Microsoft have better mindshare last gen? Because their box was cheaper, they promoted their content better, they had more variety in SKUs aand made sure they kept adding features to their box.
Which is exactly what they have been doing this gen, only tenfold.
The UK has proved time after time after time again that price is king. The more value you are getting for your money, the better you do. Microsoft has consistently been adding value via bundless, trade in deals, pack ins, vouchers etc.
Sony will have the odd bundle and call it a day.
You could argue that you don't need to add so much value as the market leader, but that only works if you are consistently producing compelling content.
Sony has taken their foot off the gas, when they should of sank it into the floor. This is the result.
Edit: Seems like I've got my old tag back. Besides how petty and vindictive it shows certain admin/mods are, I am glad the people who who were clearly missing masturbating furiously everytime I posted have once again got something to get their rocks off. *Yawn*