The thing is, HW requires SW to be hyped up. X1X's big marketing problem is that it has the power & appearance of being a new console generation, except its not in the department where it matters the most - Software.
You must mean exclusive wise considering it's getting many major titles. This though kind of goes against the fact that the top selling games that helped the PS4 and Xbox One sell in 2013/2014 were multiplats with most being on last gen too -- not exclusives. They still caused hype since people wanted the graphical leap after such a long generation. Sports titles, Destiny, COD, Battlefield, etc. all helped sell Xbox One/PS4 more than exclusives during that period -- especially considering there weren't that many heavy hitting exclusives during that time anyway.
It's August. I'm sure Microsoft will start pumping more Xbox One X ads after pre-orders are set up as things get closer to the launch of the console.
I don't think the Xbox One X is going to do well after the Holiday season unless it has a price drop regardless of if it had more games that weren't available on other platforms. There's simply other significantly (50% off in price or close to it) boxes that are still getting solid game support. The system having (say) 2-3 more AAA games that aren't on PS4 and Switch to go alongside its launch wouldn't have changed sales much in my opinion. The Xbox One X was still going to be mainly attractive to the hardcore gamer that regularly plays on Xbox either way.