What kind of broken ass logic is this?
It's not broken logic.
From a PR perspective, MS have a reputational issue to overcome - getting positive press coverage is easy, but influencing community discussion is another matter.
To overcome this, one way is to ensure there is a constant stream of good news of one kind or another - lots of tweets & PR about system updates, how the interface is improving and so on - and an emphasis on ensuring there's something new-ish being talked about all the time.
It's how they're going about getting back positive mindshare, and getting back control over as much narrative space they can - a less generous way of describing might be fanboy service, since this is all stuff that console warriors will be lapping up and echoing in forums all over - the messaging being:
MS listens!
To YOU!
Xbox One is always improving!
You're a part of that process!
Buy an Xbox One and be part of this exciting community led upgrade path!
As I said, it's working too. Just a quick skim over some of the larger fora & boards and you'll see this stuff being reproduced
ad inifinitum & ad nauseum, and as I also said, it's something MS wouldn't need to do if they weren't coming in off the back foot.
There have been many comments on this board about how MS needed to get away from the power comparison narrative - which if you look at Phil Spencer's comments in the Edge article linked to in the relevant thread:
He is also keen to stress that Microsoft is doing the best is can to ensure that Xbox Ones performance continues to improve in order to match the power of its rival PS4.
they seem to have taken on board since this is a tacit admission of the gap between the consoles. So what this approach does is promote a positive thing that's solely about the Xbone - the OS updates making the experience better, and its a message that can only be really leveraged in social media.
It's a good approach and change of tack IMO.