That type of damage control is pretty useless once they continuously lose all face-offs one after the other for the entire gen. It will be non-existent a year in the gen after a good deal of face-offs they can't spin and a clear pattern emerges.
It absolutely isn't worthless.
The great majority of console players
don't purchase more than one console in the early years of a generation; locking people into their Xbone, Xbox Live sub and whatever library of Xbone games they accrue is vital for Microsoft.
This isn't the PS360 generation where one console had over a year's head start on the competition, PS4 and Xbone are launching essentially at the same time and it's during the launch window/first holiday season that Microsoft has a chance to establish a sufficient foothold to not wither away and die Dreamcast-style this generation. Spreading FUD across the internet, in print magazines, blitzing television and online advertising spaces with ads and throwing hundreds of millions of dollars at shit like the NFL fantasy football program are what will (Might) keep Microsoft in the game.
Sony spent
years recovering from the PS3's first disastrous year and that was a console which was as powerful a games machine as the 360, had greater functionality with more built-in features, was the best BluRay player on the market at a time when that mattered, had the history of the Playstation franchise behind it and was backwards-compatible with your library of PS2 games. It took years for Sony to recover from the mistakes of over-pricing and launching late with a weak library of games, despite having an incredibly strong stable of first-party developers which Microsoft simply cannot and will not be able to match.
Now in 2013 Microsoft is launching the more expensive console which offers no increased functionality (Voice command Kinect shit? PS Camera does that, and the dumb dance games too), is
significantly weaker as a gaming platform and unlike Sony, Microsoft doesn't have a stable of AAA-quality first-party developers to churn out genre-defining hits. Microsoft even fucked up their plans earlier this year so badly that the old "Get a second job for a PS3" soundbite pales in comparison to the anti-consumer bullshit Microsoft tried to get away with and
to this day refuses to apologize for or admit was wrong beyond claiming people "Weren't ready" for it.
Right now, today, Microsoft is relying entire upon one thing: Brand strength. In North America the Xbox brand is strong; Sony has finally reached parity in sales with the PS3 but it's taken what, six, seven years? Xbone may be weak, but Xbox is strong, and if Microsoft is going to remain competitive through this coming generation they need to reach a critical mass of Xbones in living rooms, of dedicated users who cannot or will not switch when the inevitable unfavorable cross-platform comparisons roll in.
Early adopters are how they have to do this and it's through obfuscating facts and blitzing the gaming media with advertising dollars and FUD that they can ride in on the Xbox brand's power and secure enough of a foothold to not crash and burn. Even that doesn't guarantee success and Microsoft doesn't have any first-party talent of note, but as seen with Titanfall they
do have the money to buy (Limited?) exclusivity, and that may yet save them.
Either way, right now Microsoft doesn't have a long-game like Sony did last-gen; this launch window is their shot and nothing they do right now to secure it is wasted effort.