Why didn’t Microsoft, Square Enix or Crystal Dynamics say upfront it was a timed exclusive? Why all the indirect language?

We certainly didn’t intend to cause any confusion with the announcement. The Microsoft Gamescom stage was a great place to make the initial announcement, but not necessarily to go into details.

I really don't see why they need to lie at this point? Of course, they wanted to have people think that game was theirs and or people to think that for as long as possible...duh. But why in the heck did they think that would fly without reaction that wasn't all positive?

How inside your own head do you have to be to think, "People will think XBox One is awesome when they hear 'this' news....and they will thinking NOTHING else...of course they will just be impressed with us, right?" They were so focused on their own victory that they didn't even consider this was a game that had already been announced and thus this announcement needed to be handled delicately from the perspective of the gamer.

exactly; well said.