I think Sony is doing a really good job at messaging and I think they honestly realize that, when it comes to new hardware, the core got-to-have-it-day-one gamers and the people that are going to camp out and line up launch day are the ones that are going to build your initial install base. Once you build the install base, then you can transition to a more broader audience of consumers and pivot to promoting more media-hub related benefits of a device.
I have no delusions that the PS4 won't also have a focus on media-hub related features, but they seem to be employing a specific marketing strategy to target the core audience that seemed, at least in NA, to move toward Microsoft this gen in the wake of the bungling of the PS3 launch.
I find it quite ironic, however, that shareholders, certain business analysts and, yes, even some of those in the gaming press, were basically calling PS4 dead on arrival or seemed to be declaring a minor shareholder mutiny after the PS4 reveal press conference, specifically because it focused so much on gaming. It's funny, because the press conference really played well to me because Sony basically admitted that they fucked up with the PS3 and made it explicit that the PS4 was developer friendly.
In the grand scheme of things, I honestly think specs aren't going to mean a whole lot. First-party Sony games will take full advantage of the PS4's specs, but, especially since the One and PS4 are both so similar architecture-wise, I think third parties, especially larger ones like EA and Activision, aren't going to spend the extra resources to make either platform's third-party games look vastly different. That's unless MS takes an absolute drubbing sales-wise.
Besides, historically, the machine with the better specs almost always hasn't equalled automatic better sales. Install bases and market penetration will determine which hardware's specs get taken advantage of or not. (See PS2's utter domination)
I think the problem with Microsoft is that the higher ups wanted to put the cart before the horse when announcing the system. The Xbox 360 has been proven to be a hugely strong brand in NA, but I'm sure the execs and shareholders look at the fact that Gold, the dashboard adverstising and media apps have been extremely profitable while console gaming sales seem to have been a case of diminishing returns in the last few years. They probably look at the original Xbox, a system focused soley at gamers, in a vaccum and don't realize that the console's failure to ignite sales wasn't because it focused on gamers, but because of market conditions at the time, i.e. a new platform, late launch, and Sony's dominance at that the point.
So while Sony's shareholders were po-pooing the PS4 reveal while gamers were celebrating, MS shareholders probably were happy with the One's reveal while gamers hated it. It's going to be really hard for MS to recover their image with early adopters, unless they have a strong E3. Brand awareness and loyalty will guarantee sales out of the gate, but initial long-term install base growth depends on gamers. Once you have 10 million units sold, you can position yourself to be the all-in-one entertainment device. Out of the gate you have to appeal to gamers. The people that are going to buy a $400 to $500 console day one aren't going to be the people that want a media-hub device. Those people are going to pick it up once the price drops. MS better hope that they have a price advantage over the PS4. Part of the reason 360 was so successful at the start was because it was much cheaper than the PS3 for a long time, had better running third party games and enjoyed an abundance of support of from western PC developers who, up until that point, had mostly focused on PC game development instead of consoles.