How was it any sneaker than what any conference is. It's all about games in the future. FF7 being exclusive to their console first is huge, no matter how far off it is. Same goes with Shenmue (it's not coming to X1 as far as I know).
People know these things. They aren't stupid. Conferences are "shows" and "performances". Let's be real, we already know 90% of the titles people will buy, will be on both consoles. And what was exclusive to Sony, looked fucking great. TLG, UC4 + Horizon + No Man's Sky looked incredible. And not to mention Persona 5 which wasn't shown. I'll take those any day over Halo 5, Forza 6 and Gears of WarAnd UC4 showed Tomb Raiders little trailer up so badly. And I forgot about Street Fighter V and the beta in July.
So basically, you had both conferences showing key titles, and also "future promise"...and Sony just had better overall everything. Better conference pacing. Better OMG moments. Better future promise. Better immediate promise (MS has Sony beat this Holiday, but by Immediate, I mean within the next year and a half and not a complete TBD).
I don't see why it's fair to call Sony "sneaky" or any more sneaky then anyone else. Again, people aren't stupid and know that these things are far off into the future. Sony still had those announcements at their conference, or had major exclusivity for them. Sony's conference was just much much stronger.
The only thing MS had a 1 up on, was the BC feature. But I mean, that's also "future promise", as we have to wait and see how limited that list will be, and whether publishers will sign off on most games. It's a great feature no matter what (not having to pay for things you own)...but HOW it ends up being, that's something off in the future. We don't know yet. And the Elite controller...$150...I mean it looks amazing, but $150!?
I own an X1 (playing ESO on it now), and I thought MS came out swinging hard. I thought there was no way Sony could match it. But after BC + The controller, it really kind of just..petered out for me, and was kind of a slow burn. Everything was really good/okay and solid. But it was just...that, solid. No games or moments were OMG for me. Rare was really cool, but outside of that, there was no OMG moments like Horizon, or UC4. Halo and Gears looks fine. They are doing what they always do. But nothing mind blowing (IMO).
So I fail to see how Sony was any more sneaky than MS (MS had that Holo lens thing, that felt very...scripted, and even if it wasn't, we didn't see enough of how it actually works in terms of playing the game with it. And how practical it would be to actually build things using that mode).