Sony's E3 2013 took advantage of the online discourse - but here's the thing:
They WAITED until E3 to do so.
Even though prior to that, journalist and online discourse were saying things like "Sony has the same DRM" and Sony's complete public ignorance of the #PS4noDRM movement that Pete Dodd had prior to E3. Sony just stayed quiet throughout that duration.
In hindsight, that move looks genius. But in that moment - from the perspective of fans like us who consume and expect 12-hour news cycle, Sony seemed out-of-touch because they chose to say nothing for a month plus.
I don't see Sony changing that, tbh. They'll say what they want to say, at their time of choice. And anytime outside of their highly controlled specific beats of events and blogpost announcements, they will not even remotely tease anything news-worthy.