2019’s Electronic Entertainment Expo (aka E3 to most of you) will and should be remembered as the calm before the storm. A storm primed to change the face of gaming forever when gaming’s Big 2 are expected to face off yet again around the release of their next-generation consoles during Holiday 2020.

But before we dive deep into speculation about where all your hard-earned cash will be going next fall, let’s talk about how we got here. How we went from a generation of gamers that coined the phrase “Red Ring of Death” to the generation where cloud gaming will be standard fare.

To do that, let’s go back to the year 2013.

Settle in readers. It’s gonna be a long one.

2013 was the year of diverging corporate strategies. Prior to that, every console maker went to war over graphics. Who could deliver the most beautiful looking games that gamers had ever seen? But 2013 was different. This was the first time that strategy was questioned. Why? Because we were living in the early days of cord cutting, and contemporary titans like Netflix and Hulu were still being dismissed as pretenders to the attention throne.

With that in mind, Microsoft, in particular, decided to bet on where the industry was going and created the Xbox One to be the focal point of the living room experience. Bundled with the now discontinued Xbox Kinect, the Xbox was supposed to usher in the era of in-home entertainment commanded by voice and gesture controls, a slew of entertainment apps and — it also played games…but only if you wanted it to. These concepts seem standard in 2019, but back then Microsoft might as well have said your Xbox makes coffee and — it also plays games, but only if you want it to.

Coupled with some internal reshuffling, confusing messaging, and an overemphasis on the media benefits vs the gaming benefits, Sony’s strategy and now iconic response only took 21 seconds to dismantle any positive momentum and goodwill the Xbox had earned over the past two generations.