Because this is actually happening.
Yesterday NeoGAF and Xbox.com lit up with reports of certain Xbox 360 owners receiving a tempting incentive to buy an Xbox One in the form of $75 worth of Microsoft store credit. Easily enough to grab a fair few XBLA titles, plenty of DLC or a full-price download. Apparently the promotion is only being extended to their "best customers," but the criteria hasn't yet been pinned down. We assume that years of Xbox Live subscription and GamerScore factor into it somehow.
Interestingly, the offer is also valid in Europe, at least according to a Microsoft statement to Eurogamer. Have any of you received the message on your Xbox 360 splash screen?
This isn't the first time that Microsoft has offered bonuses or incentives to dedicated Xbox 360 owners, such as a free digital copy of Killer Instinct doled out last year. Chances are that they're trying to take advantage of the summer release lull by selling a few more machines and increasing the install base in time for Christmas - every little helps. However, promotions like this can also irk early adopters, many of whom are still fuming about the price cut.
Canny tactic? Desperation? A long game? Sound off in the comments!