A portion of a Gamasutra interview with Albert Penello, director of platform marketing for Xbox…
GS: How do you think Microsoft did at E3 in relation to your competitors. How do you think you stood up against the new offerings everyone else has?
Albert Penello: Oh, we were terrible. [laughs]
GS: [laughs] Yeah, like you’re going to say that.
AP: I feel like we had the single biggest piece of news, which was the new console and the fact that it was shipping. [Nintendo] let a lot go about the 3DS before the show, and even though there were rumors about the new [Xbox 360] console, nobody had seen anything before we announced it that day.