Journalists are handling Xbox with the baby gloves. They all so wanted this to be the moment it all turned around for the brand, after the last two years of claiming Playstation was a dead man walking once Xbox started firing on all cylinders.
In reality Playstation probably dodged a bullet since they were gonna lock down this game as well. It forced them to instead make sure they had a counter. And it's played out in their favor. They will probably win September NPD because of a game that's not even out yet... then fully eviscerate everyone next month because of the same game.
They have marketing for COD which will probably be one of the last hurrah for the franchise as well. But using it to twist the knife a bit further into just for show.
I think they may have AC marketing too?
I know myself and others give them a lot of flack for their failing upwards mentality lately. But, they really weathered every storm well this generation. In-fact they've been their own worst enemy for years. But, once they manage to sort out their first party pipeline next year... it's gonna be rough time for Xbox, possibly worse than last gen.