1st, I never have liked ARS Technica as I find many of their articles extremely biased, same with most tech blogs though ;(. In any case, I'm sure they will advertise on it, and I'm sure PS4 will do the exact same thing.
I will say though, so far, MS PR for the Xbox one has been awful. Good thing they got rid on Mattrick as he clearly screwed up the launch of the product. I mean seriously, even though it is a little less powerful than the PS4, so was the 360, so that wouldn't have made much of a difference. Personally, I liked the older DRM system they had because thye were basically trying to do a steam-like model for the store, and as a steam user, I Liked it. The problem was that 1) I don't think console gamers were ready for it, its clearly a different market than PC gamers so they should have attacked it differently, and 2) the PR was awful. I personally don't see the xbox having to be connected to the internet as an issue as mine is always connected to it anyways, but then to go and say "well you can buy an Xbox 360" as an answer was awful PR.
Hopefully if they play their cards right, they might be able to do well, but MS main weakness, still, is marketing...