It really tapped into the primal instincts of our shared target audience. That audience is looking for really intense experiences that are embodied in the Urge concept.

It just sort of made it look like they were looking for the easiest target.

It's been tapped to the max,

Our goal is to make them all compatible, ... but for now we're only committing to the top-selling games.

For our first 25 years, Microsoft focused on business applications. In the next 25, we're going to be touching the consumer more.

It was great to get the experience of making a box. But this is really what we had our eyes set on five years ago when we dreamed up the first Xbox on a cocktail napkin.