The PS4 was not an E3 reveal, we're talking E3 here. E3 conferences are 90% horrible and will likely continue to be so.
Seriously go watch the last 2 E3's and you'll see how badly all three of them performs. Nintendo had some good announcements but they took like 40 minutes for them to actually show anything. With Sony and MS, well their spokesmen are horrible, as well as their on stage guests.
The game trailers were the only thing we looked forward to and it has always been a pain having to sit through the bullshit. None of the three will have hardware to present this year, only games and all three should be able to deliver on that front.
Nintendo showed the Wii U before it was ready so that is what they did wrongly. Sony seemed to be a more structurized in that aspect even if the PS4 is unfinished, I mean they didn't even show the system and used PC footage as the hardware wasn't completed. What they did right compared to Nintendo's Wii U reveal is that they showed more games, you know, what's actually important!
What Iwata said in the meeting was that they don't have hardware to show this E3 and that they'll keep their marketing talk as a separate thing. Games will be revealed as usual.
It's amazing how the editors behind the IGN article lack basic reading comprehension skills.
In any case E3 (if you skip the game reveals) is bad and you should feel bad for thinking otherwise.