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You know, it\u2019s always been my dream to cover the big news. Today, I\u2019m not bringing you the big news, but I sure am bringing you the BIG news, because Asha Sharma, the CEO of XBOX (more on that shortly), has announced something huge\u2013sorry, HUGE\u2013in a post on X: Xbox is now XBOX. Guess she wasn\u2019t kidding<\/a> about going \u201cdeeper in the areas that matter most.\u201d<\/span><\/p>\n Sharma put up a poll on <\/span>X<\/span><\/a> on May 13, with a simple question: \u201cXbox or XBOX?\u201d The people have cast their votes, and the XBOXs have it, beating out \u201cXbox\u201d two-to-one. Was this simply a joke? A riff on racist billionaire Elon Musk\u2019s obsession with polling people on X, only to later ignore the overwhelming majority and their preferences? No, it seems like Sharma is really serious about this, as she has now changed the Xbox <\/span>X<\/span><\/a> account\u2019s name and username to XBOX.<\/span><\/p>\n But what does the internet think of this unexpected Friday night rebranding stunt? On X, there\u2019s a pretty hefty amount of glazing, and on Bluesky, the change is being mercilessly ridiculed.<\/span><\/p>\n *holding back tears*<\/p>\n Now this is an XBOX https:\/\/t.co\/mpEVdSusgY<\/a><\/p>\n \u2014 NeoGameSpark (@NeoGameSpark) May 15, 2026<\/a><\/p>\n<\/blockquote>\n Tak to widz\u0119 https:\/\/t.co\/e7btkQk9RO<\/a> pic.twitter.com\/M5tPxAtWfl<\/a><\/p>\n \u2014 Empolod (@EmpolodX) May 16, 2026<\/a><\/p>\n<\/blockquote>\n I am not writing that shit in my headlines https:\/\/t.co\/ItaPhRtNtr<\/a><\/p>\n \u2014 Paul Tassi (@PaulTassi) May 16, 2026<\/a><\/p>\n<\/blockquote>\n this girl is making moves xbox has needed for years. even something as simple as bringing back the full uppercase XBOX makes the brand look like a total beast again. it’s bold, confident. and exactly how it should’ve always looked.<\/p>\n what the hell were phil spencer and sarah bond\u2026 https:\/\/t.co\/ki4olU0vzL<\/a><\/p>\n \u2014 \u2661\u02d6\u00b0 hailey \u00b0\u02d6\u2661 (@HaileyEira) May 15, 2026<\/a><\/p>\n<\/blockquote>\n Combine the new logo with the original font and ALL CAPS. Perfection \ud83d\udcaf https:\/\/t.co\/SD1cJwXujG<\/a> pic.twitter.com\/leG9RxNCbJ<\/a><\/p>\n \u2014 Logan Meyer (@Logmey92) May 13, 2026<\/a><\/p>\n<\/blockquote>\n FYI Asha Sharma updated her LinkedIn profile to confirm the rebrand to XBOX. #XBOX<\/a> https:\/\/t.co\/rLEcNI9Rsk<\/a> pic.twitter.com\/YSK6TLKoiY<\/a><\/p>\n \u2014 Rebs Gaming (@Mr_Rebs_) May 16, 2026<\/a><\/p>\n<\/blockquote>\n And, my personal favorite, <\/span>this<\/span><\/a> post on Bluesky from Bobby Pashalidis: \u201cHow many articles are we gonna see about this?\u201d At least one more, buddy.<\/span><\/p>\n I understand why the cynics among you may be asking why this is even newsworthy. But I don\u2019t control the news. I especially don\u2019t control the BIG news. To everyone on Bluesky and X asking, \u201cWhy?\u201d I would direct you to long-time VP of marketing at XBOX, AARON GREENBURG<\/a>.\u00a0<\/span><\/p>\n Is this actually a big deal to anyone outside of social media\u2019s too-online console warriors? Kind of. I mean, some poor underpaid intern who had to go around changing every Xbox social media account name to XBOX this week? I can\u2019t wait for all the all caps press releases we\u2019re about to get out of next month\u2019s Microsoft gaming showcase.\u00a0<\/span><\/p>\n<\/p><\/div>\n\n
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