It was a great show, moving at a brisk clip, unburdened with cringeworthy banter, peppered with noteworthy announcements and premieres, and positively stuffed with games: 50 of the things, a lot of them looking rather good. Just as significantly, it felt addressed to Xbox gamers directly, rather than pundits, analysts and stakeholders.
But perhaps more importantly, Microsoft's E3 2018 media briefing was straight-talking - almost shockingly so for an E3 presser. It didn't pretend that Xbox doesn't have a weakness in exclusive games, and it had a long-term solution to propose. It talked about the future and it addressed the elephant in the room - the distant but quite clearly audible rumblings of an approaching new console generation - with candour and confidence, and without seeking to pull the wool of the eyes of the console-buying audience, or to use the information, or lack of it, as a strategic chip in the battle with its rival, PlayStation.
2013 seems like a long time ago. This was a presentation by a player untroubled by hubris, humbled by past mistakes, but determined to stay in the game and willing to show enough of its hand to convince gamers of its serious intent. Job done.