What rival are you referring to? Sony hasn't been there since that embarrassing mess featuring 2 lesbians making out, LONG breaks to move the audience around, flute guy, a fake journalist panel, It was the worst conference I've ever seen and the laughingstock E3 2018.
With all due respect, you're talking about the most awarded GOTY game in the history of gaming with more than 300 awards, and the other one picked as the GOTY by user votes last year. That's an extreme height of quality that MS will never ever reach if you consider that "laughing stock". Laughing stock is Craig, Crackdown 3, and Sea of Thieves if someone has at least a decent taste in gaming.