A few days ago, Asha Sharma, Xbox CEO, posted a seemingly innocent poll on X/Twitter: Should it be Xbox or XBOX? I say seemingly innocent because the results have been implemented already, and Xbox has officially changed its name on social media to the loud and proud XBOX. All caps, all the time.
Will I be writing XBOX in all of my articles going forward? Absolutely not. I reject the typeface entirely, mostly because I don't want to sound like a gran on Facebook who accidentally hit caps lock and can't figure out HOW TO TURN IT OFF. But there's another reason: this is clearly a marketing stunt, and a very clever one at that.
