For one thing they didn't fuck around, they just went straight to business.
With Xbox they make a huge fuss, show a trailer, bring out someone involved in the game to say how amazing it is, buzz word buzz word buzz word, now here's another trailer and we'll repeat the same thing over and over again.
Sony on the other hand:Here's a trailer, now here's another trailer, and another, here's some information about what's new, now we're going to spend 5 minutes to briefly talk about live-steaming and other non-gaming things we can allow, okay now back to the games.
Also, better design, better price, better looking games.