There's a new CEO in charge! It's a bold new era for Xbox! Asha Sharma's leadership has already brought us such seismic, paradigm-shifting changes as, uh, walking back some of the Xbox Game Pass price hikes (but still not to their original level). Which isn't a bad thing, by any means, but it does feel a bit petty after Sharma's bold declaration of intent to completely reinvent Xbox from the inside out and lift them out of their perennial third place in the console war.
Maybe today's move is the start of the rebrand Xbox so desperately needs. After throwing up a poll on Twitter (which has historically been extremely effective), Sharma proudly announced that Xbox is no more. Say hello… to XBOX.
I don't think I've ever seen more blatant key-jingling in marketing. Luckily, XBOX's core audience isn't as enthralled with the change as Sharma might have hoped for, and the response to this has largely been "…okay?" Did we need a poll about this? Or all the fanfare it's gotten? Just put the tenth-gen console in the bag, Asha.
