Deciding its wings could melt a bit more, actually, Microsoft determined that too few people had heard Xbox Game Pass prices just jumped by 50% to an eye-watering $30 a month, assuming you want the big day-one games the service is known for, and crowbarred in an ad to inform everyone when they boot up their Xbox.
Reports of an obnoxious startup advertisement emerged on social media, so I booted up my Xbox Series X to confirm. Sure enough, the very first thing you'll see when you load your console is a bold declaration that you can "Get even more with Ultimate," the priciest and most feature-complete Xbox Game Pass tier.
