I didn't come across well, for me.
Their E3 jab was subtle, yet everyone knew. This was "Unlike those guys, Microsoft *WINK WINK*, we don't change our policies for the better. Because they were always the better. Because we care."
It just seemed like a "Ok, they changed their policies, and are actually competition. How do we make fun of them for that", when you really can't.
Microsoft could just say "a multiplayer service that you love, with Xbox Live. An awards system that was revolutionary, with Achievements. The first step towards true virtual reality, with Kinect. Unparalleled improvements to your entertainment experience, with Xbox One. These are just some of the revolutions we have innovated in, whilst one particular competitor has simply looked at their competition, and copied their efforts. It's easy to not make mistakes when you don't strive to improve the experience gamers have, but rather copy the successes around you. We listened to your feedback, and developed the Xbox One to truly be the entertainment console for you."
Boom. Done.