I bet it's not JUST Xbox - bet they keep that as an umbrella for both 360 and the new system. They'll call it something new - they won't create confusion like Nintendo did with Wii and Wii U.
There will be a clear line.
BF4 reveal isn't going to look like that on consoles. The COD engine probably is limited in comparison to some other engines, but the way to compare them is not with short SD clips of unknown origin. Give it an hour eh?