Quote Originally Posted by ImaNihilist View Post
One thing that's been happening at a high level, and I know is this true for Microsoft (not so much for Sony), is a shift AWAY from big expos like E3. It's expensive and difficult to cut above the noise. Microsoft is trying, arguably failing, to be more like Apple. Instead of letting people get a first look at E3, they want to get them into a store on their terms. They want to be able to push more than once a year, and do it whenever media is cheapest. Your media dollars will get you MULTIPLES on impressions outside of the E3 window.

E3 is a waste of money, but it's the only choice right now. I could see Microsoft pulling an Apple though. It would be smart. They don't have a ton of stores, but probably enough. They could release a new console before or after E3, and get a lot more awareness per media dollar. I can guarantee you that the retail team is pushing for something like this, if only to justify their existence.
There was a shift away from E3 about 2 years ago where some publishers didn't even show up and the E3 committee started working on a streamlined E3 convention. All that fell through and last year was business as usual. The fact of the matter is that E3 is huge, just like the Detroit/Tokyo Auto Shows. So big that big media takes note and runs some of the top news from the events. MS may get away with it, but Nintendo/Sony and all the other publishers couldn't. E3 isn't going anywhere IMO and the best time to drop a new console is when everyone is looking.