Sony is even now trying its damnest to show off its mastery, and I think the fanbase appreciates it.
How does this help them as a company though? People who already own the system were going to buy these games anyway. If they put in 75% of the effort/money into the game, they would still sell the same game to the same gamer that is buying it at 100%.
Oh, I think it helps a lot in brand loyalty. (Which may be fading as the "hardcore gamer" audience is seemingly dissipating, but it's still a factor.) Sony got off to a rough start at first after its "Death Star" showing at E3 2005 proved to be more promise than could be delivered and its high price tag could not be justified right away with software, but they recovered with continued wow-factor in LBP and Uncharted and GT5 and Heavy Rain and such. PlayStation has seen previously-exclusive franchises go multiplat, they've seen markets they previously reveled in (Japanese RPGs, UK party games, all-ages action games) dry up, they've seen countless PS360 games released to unfavorable reviews on their platform, and yet they still maintained a steady build. PlayStation still has cache even though Microsoft had plenty of opportunities to crush. I think a lot of that came from the promise every year that something mindblowing was still around the corner whereas on the other system there was Halo and another of those dudebro games by Bleszinski and then a bunch of other stuff already on the other system (albeit worse, but there was always faith that it was just a matter of time before -POW- the cell processor would be mastered and the system's power unlocked.) Even as Microsoft amassed a strong library (there are some awesome games only on Xbox 360,) nothing stood out, whereas Sony could show the Kara demo, something they're not even planning on EVER shipping (or even show/release a realtime demo of, by the way,) and get long-standing recognition.
Not to mention, the end of a gen is when historically you see the most 100%-110% effort put into games. All the technical hurdles are mastered, and a lot of eyes are starting to wander towards new hardware, so usually you pull out all the stops because you know what you're doing and what the stakes are. Think God of War 1+2, Black, GTA:SA (for scale), Zelda:TP on Cube, Halo 2, Conker's Bad Fur Day, Donkey Kong Country, Super Mario RPG, stuff like that.
Just today, a thread popped up about the
Best Graphics on PS2. That was a system that was clearly outclassed by Xbox 1, even by GameCube, but people want to talk about it for half a dozen pages. I don't think that happens if you don't build culture around the "wow" factor. And I'm worried that without unchallenged wow in a large portion of the Xbox library, Microsoft could be setting up a paper tiger for next-gen. The reasons they're still the killer box is because A) they have a great online service, and B) the competition blew it in hardware design and now still developers struggle to create multiplatform games that achieve even parity. {*And maybe C) Achievements, but that hasn't helped Windows Phone or Xbox Live for Windows.} If they don't have the best hardware next-gen, what's keeping people tied to their current champion? Do people love their Xboxes, or do they just love what their Xboxes are doing for them right now?
Identity has always been a challenge for whitebread Microsoft. They'll probably solve it in other ways, maybe they already have, but cutting-edge games exclusive to or markedly superior on the system historically were the way to create that face. Since every game superior on Xbox this gen is largely attributed to a screw-up on PS3 rather than an amazing effort on Xbox, MS cannot rest on that being their identity.