Nintendo won for me, they just kept on upping the game with surprise after surprise. They hardly talked about sales and figures, they just let their hard work do the talking. They pretty much got that E3 is something that the gamers pay attention to while the mainstream press would just mention it in a little article.
Nintendo showed that they knew the weeknesses of the Wii and adapted their games to suit it in ways only Nintendo can.
Microsoft...oh man what the hell? Showing lots of Kinect stuff and expecting people would be impressed when hardly anyone seemed mildly interested with their "Wii but even more on rails" games, really not what they promised last year. Last year their Milo thing was very impressive making you think that it could be used extremely well in RPGs and adventure games but this year all that it seemed to be used for is some EyePets style title.
Those exclusive games didn't really make me glad that I got a 360, sequels to games that either didn't need sequels, already had too many sequels or were on the way too soon after previous games.
I thought the Sony one was pretty good, Sorcery looks like a Zelda beater and I think they handled the casual side as well as the gamers games side. They gave a lot of respect to the people who have supported their console for a long time as well as show that they are doing a Nintendo and looking to grab those who don't play games that often. Unlike Nintendo & Microsoft, their motion control device actually looked like it worked and I love the little digs at Microsoft buttonless device. At the same time as touting their motion control they still assured that most of their "core" games that they developed for the Move will still be made for the controller too which for me shows respect.
Unlike Microsoft, their exclusive games were ones to care about. Some nice surprises & deals that would make MS fanboys mad.
Still Nintendo games appeal to me more than Sony, these are the games that I played on NES, SNES, N64, GBA & Gamecube are coming back to the centre of Nintendo's formats like they did back then and in some cases with new ideas.