Larry Bob, call it Microsoft Music? Really? Because Xbox branding will turn off non-gamers? Dumbest thing I ever heard. Microsoft is synonymous with business software for branding and at least Xbox is consumer entertainment. The Xbox console may be able to play games but it has always been a method for playback of entertainment media and even spawned the open-source XBMC for the original Xbox. Adding Xbox Music is just the start, this new box is not just a games console it is a full home entertainment centre. I have been doing something similar with a HTPC for ages and consoels have always lagged behind but this new-gen stuff is really starting the catch up. Branding is excellent and something that hasn't quite tarnished in the eyes of customers just yet, just bitter fanboys.