Microsoft has been doing weird fanboy outreach since the first days of xbox.
I don't think many of you would remember this but I thought it was bad news back when it came out. Here, look:
http://www.ign.com/articles/2002/08/26/the-ps2-online-starter-kit
In this link, you can see that in 2002 a young xbox division sent out xbox live press kits that where in fact "ps2 online starter kits". I hope you have a strong enough stomach to really appreciate how ign laps it up.
Now ask yourself. Who were they trying to impress?
When that was new, I had a real "there goes the neighborhood" feeling. They never stopped doing this. I really believe that this kind of marketing is short sighted and won't pay off in the end, so these days I'm not very worried about it like I used to be. It is hell on communities, tho.