Did Sony deliberately put so much media out before the xboX launch?
No, it's just another Sony conference more just like every year. We saw even bigger announcements at Gamescom or PGW in previous years. And even more in PSX & E3.
Sony has a massive first party catalog, key marketing+micro exclusive deals with some of the biggest 3rd party IPs and marketing+timed console exclusive deals with some of the best indies. Nothing new.
Seems that PS4 sold at least the double than XBO, Xbox X is gonna be expensive with no big seller (console) exclusive in the short term. PS4 instead just released a Gran Turismo (their biggest selling IP), has marketing deals with most of the biggest autumn/winter AAA 3rd party game (I think AC is the exception), and has big guns coming soon as God of War, Spiderman, Detroit, Shadow of the Colossus remake, Street Fighter V Arcade Edition and more.
Sony doesn't need to do anything special to outsell XBO worldwide in the upcoming months. XBO will experience a slight bump during a month or so thanks to XBO X, but that's all. Even during that month I don't think it will outsell PS4. Nothing points to XBO X affecting PS4 success, so no action is required to counter it.