They clearly think they own the market too despite the fierce competition from Sony and Nintendo, because the Xbox platform is now clearly about benefiting themselves and rather than selling a product to their customers. Hence the emphasis on things like digital sales with heavy DRM (although now that's gone, its an important point that they completely thought they would get away with that), Television, Kinect, Excessive amounts of Advertising, etc.
What's sad is how at E3 the best thing for a lot of the gamers was how they weren't going to get screwed by heavy DRM from Sony.
What's sad is how at E3 the best thing for a lot of the gamers was how they weren't going to get screwed by heavy DRM from Sony.