That's because they don't have the balls to do so, and that they see no threat from Ninty. So they don't really care. The last thing a Sony gamer wants is a really good MS game because that makes their PS system less attractive, and lazy development especially when an X1 game is shown to run better, or has a solid set of games like the Forza games. Notice how no Sony fan brings up GT anymore, since the last few weren't anything special and T10 keeps churning out great racers every year. The only thing you may hear is GT is the best selling racing series, but you never hear anything about quality, review ratings or detailed gameplay.
Whether it's another underpowered Ninty system, absurd pricing, and the fact online is a hassle by making gamers download a Nintendo app to do party chat on their own smartphone, all while charging people online fees, they know Ninty's system doesn't look too attractive.
When Wii launched, it was in the ball park of last gen power. When Wii U launched, it was in the ballpark of last gen. Switch is coming out and it doesn't seem close to X1/PS4. It's like Switch will be somewhere between Wii U and X1. And still for $300 and $70+ controllers. A joy con + middle grip is $110 alone. In Canada it's about $150!