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So what's the big deal here? Do the Youtubers have to talk about the X1 in their videos or do they just need to mention that they're playing a game on it?

To me it looks like it's the second and I don't know what the problem about that is, they'd just have to say something like "today we're playing xxx on the X1" and could then normally continue with their commentary. I don't see why MS would pay for that though, since youtubers that play on X1 will most likely mention it during their videos anyway, but I guess this sum is really just peanuts for them.