I'm not sure that's xbox marketing bullshit. That could simply be the culture at xbox is completely delusional, considering that gameplay video 343i released. They clearly don't care anymore. Worse, they seemed proud of it.
How the could have one of the biggest franchises of all time, with a console brand literally on the ropes the last 7 years, and place all that trust in 343i? Okay, fine, you trust them again, but without being overbearing and making sure halo is ready? That never happened. It took gamers around the world, not Sony trolls, xbox fans, telling them to go back to the drawing board. What a fucking disaster. 5 years of development and hype trailers for something that looked like Halo 4 running in a forge map. This is literally worse than the TV 2013 reveal.