It would appear Microsoft could be retiring the phrase, "This is an Xbox." Amid a big transition of leadership, the campaign, pivoted on the notion of the brand being more of a platform than a singular line of consoles, appears to have been scrubbed from official channels.
As noticed by Game Developer, posts related to the slogan are no longer searchable whatsoever on the Xbox site. Searching for the tag and the post announcing the campaign itself give you a 404 error stating "Oops! That page cannot be found."
