If the TV spot they're referring to was an Xbox One advertisement with the phrase "Xbox on", yes, it was ill-conceived because it was a commercial for the voice

If the TV spot they're referring to was an Xbox One advertisement with the phrase "Xbox on", yes, it was ill-conceived because it was a commercial for the voice-control system being advertised. It would be like an Amazon commercial triggering Alexa. No, the phrase itself is not a problem, but when advertising your own product you should know better.