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okr said:
Ironically, I have a feeling Microsoft will start (or already has started) to feel uncomfortable with the name Xbox. The name, not the brand.

Just like Sony with Playstation, as you can see with PSN => SEN.


That was done for the sole purpose of unification. SONY wants all of your accounts for the services under one roof. Playstation Network is just one part of that. SONY still cares a lot of about Playstation. Just look at Playstation Mobile, Playstation +, Life with Playstation, Playstation certified devices, and just look at the Vita's name. "Playstation Vita" literally means "Playstation Life". 



4 ≈ One