Ironically both companies fueled the hate in the first place, which he fails to mention. They loved it last gen.
It used to be really bad but at least it's confined to conventions 99% of the time now, when the gloves come off during big announcements.
I guess they're just getting smarter and realizing the real battle now is won by hiding corporate/PR fluff behind intelligent faces. Shuhei/Kaz/Jack in recent times have done a good job of becoming internet "gods" simply by tweaking how they do the exact same jobs they've been doing for years. Not appearing as such cold hearted business ######, even although they're still trying to brainwash the minds of the masses into corporate loyalty lol.
MS needs some more friendly faces, Albert Pennello managed to brew one heck of a storm on GAF, the Major not fairing as bad, simply by trying to do the PR cloud/tech talk where it can't really be done. Don Mattrick was the worst though, good thing he's gone. And before anyone says GAF/Twitter/*insert gaming site is irrelevant*, sorry, the popular gaming hangouts of the internet are never irrelevant, regardless of your opinion on them. There are thousands of hearts and minds for the picking on such sites, not trying to win over people on them is simply not doing your companies relations any good.
That chap from Sony who ran the PSBlog almost single handidly in the beginning, Jeff, should get given some more limelight. I've always said MS need something to really compete with the PSBlog. Their social presence is really kind of lacking, or should I say charming social presence before anyone links me to MN's individual blog. They need to get the family feeling going, and hide the corporate face better.
One of the worst interview in recent times was the MN/AJ
The amount of pressure the MS execs must of been under to sell the heck out of DRM and defend it would have blown the average persons weak mind, but they're in these job roles and earning the money they do because they were deemed the right "men/women". Still, find me a recent Sony/Nintendo PR mouthpiece behaving like that on camera... (taking the mic/interrupting/being sharp) Online mindset really has been a thorn in MS' side, especially since E3 onwards last year.
I mean MS were even second to buttering up Boogie (youtube internet famous gamer, otherwise known as Francis). Boogie said both companies planned to interact with him, so it was good to know MS didn't simply see Sony do it and send out MN in a scramble. But still, Sony got their first and clearly won over Boogies mind more convincingly than MS. Just another example of online PR not going as well as it could have.
Finally I know it's not a big one, as it's coming, but MS on form would have had Twitch on the Xbox much quicker than Sony. I mean they announced it first, most people thought they had exclusivity, demoed it at E3 and now it's still months away. It has a niche audience, but again it's that same old, loud, unafraid to speak and vicious internet niche audience. If you want to start winning that mindset sometimes focussing on the niche will have the loudest ripple effect.