Behold North Americas first TV Commercial for the Xbox One, while the commercial contain no actual video game footage there are elements within the trailer that show reference to games. However the timing of the trailer is in time with the American Football season allowing Xbox to target those that will want to be able to view all their Sports and fantasy teams from one screen and not multiple.
This is just one of many marketing schemes Microsoft has up their sleeve, should you be surprised? No. Should you be jumping out of your chair like Kotaku with their article? No.
In the line of business, businesses will come out with multiple different marketing strategies so don’t get mad when it doesn’t directly reference to a video game. Microsoft has designed the Xbox One to be an all in entertainment experience. So expect more regarding the entertainment side, because it’s just as important as video games after all video games are entertainment as well right?