kudos to Microsoft for this nice marketing ploy... Sony thought they had a headstart because their presentation on the E3 would be a few hours before Microsoft's but now Microsoft strikes backs with a hefty reply!
Half hour special on MTV to be presented by Elijah Wood and starring various celebs. Well I guess this will appeal to the end user much more than a tradeshow presentation.
full story:
http://www.gamesindustry.biz/content_page.php?aid=7919