it's the X-Box as in formerly a box as in it's now more than a box. I'd have gone with "The artist formerly known as Box" but hey whatever I guess theirs is easier to say.. I also always saw the 360 as a complete turn around if you look at the first xbox it had a hill going on where it widened at the middle, the 360 is more inverted in the middle so it kinda did a 360 and sucked in it's fat gut!