"This is an Xbox" marketing campaign launched, Microsofs are desperate

Makes sense tbh

Consoles have always been a dying market that required a constant pump of marketing to stay alive and relevant like a hospital patient with an IV drip.

There is a reason why most xbox games are multiplatform now and its getting more difficult for companies to try and make a gaming box with decent specs and justify a price tag lower than if you put your own similar desktop PC together.

And with shit like the steamdeck and other peripherals, its only reinforcing that.

So Microsoft is going and looking, okay, we can probably drop the box and focus on (shit) software and that'll save money and we'll still have a xbox marketplace on everyone elses hardware, whereever.