>I really enjoyed how they were distancing them selves from Microsoft the whole time I don't think there was any need to be alienated from the brand Microsoft

>I really enjoyed how they were distancing them selves from Microsoft the whole time I don't think there was any need to be alienated from the brand Microsoft (No recent Microsoft PR blunders I could recall). Its just that Xbox has become a brand of its own. The addition of Microsoft is now unnecessary. You can also notice this very easily among techies, there are a lot who hate Microsoft but love their Xbox.