Are They Xbox?

Last week, Xbox published a manifesto that they sent internally to all teams from the new CEO Asha Sharma and CCO Matt Booty. The letter received a whole lot of praise, but when I read it, I was left scratching my head. "The model that got us here won’t be the one that takes us forward." And yet... "Console is at the foundation, delivering a premium experience, and cloud brings that experience to any device. You can play where you want, and your games, progress, friends, and identity stay with you across console, PC, mobile, and cloud. ...it sounds like... Our new north star will be daily active players. ...the same plan... To achieve our master plan, the way we work must transform. Our best work happens when the full stack moves together. 'Microsoft Gaming' describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team’s name. We are Xbox." ...of the past decade? Am I crazy? In 2023, Phil Spencer said to Kinda Funny:…