I think it was a smart move. If they did this at E3 then the emphasis wouldn't have been on the games but this new direction. The games would have become secondary news compared to this. By the the time E3 starts, they should get a small boost in sales they can gush about, but more importantly, talk about their games instead.
I'm going to wait. There isn't anything out yet that says buy me. Heck, I'm betting Microsoft may even lower the price more by the holidays.

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