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Uhhh, I was at those E3's, man. A ton of them did. EA and Ubi were often populating the MS booths with, as you already mentioned, Splinter Cell and various other games.
However, it was AFTER E3 is when they start officializing the, "Oh yeah, GCN is on it too!" where as poking people for information was often met with spiels you think were all given to them by Reggie himself.