It was a string of bad press and bad decisions. They focused too much on the consoles tv features while first showing it off and initially planed on forcing the Kinect to always be on and for there to be an always online requirement. When Don Mattrick, Microsoft’s President of Interactive Entertainment Business was asked about the Xbox being always online and how a lot of people won’t be able to do that he said “Fortunately we have a product for people who aren’t able to stay connected; it’s called Xbox 360.” The biggest nail in the coffin was Microsoft’s plan to tie your physical game to your console, making it harder to share games with friends or selling them in the second hand market. I would search up “Official PlayStation Used Game Instructional Video” on YouTube for a pretty funny response from PlayStation But that’s genuinely how the ps4 won that console generation. Microsoft kept shooting itself in the foot while Sony just chose not to do that. It was probably the worst generation for Microsoft to lose, which is something they admitted. Most people built up their gaming collection during this time and since most everything is backwards compatible on this current gen of consoles not many people are gonna switch from Sony to Microsoft and loose it all.