In 2024, Microsoft caused a lot of head-scratching and general bemusement with the launch of its “This is an Xbox” marketing campaign. Now, though, it appears the quandary over what is and isn’t an Xbox has been resolved. Game Developer noticed that the original blog post on Xbox Wire that kicked off the whole affair has been removed. It seems Xbox will be going a new direction with its future promotions.

Maybe since the new Project Helix hardware it has in the works is more definite attempt to blur console and PC gaming, “This is an Xbox” might have been truly confusing as a tagline. Maybe with the recent changing of the guard at the company, the top brass decided that it was the right time to start fresh with a less meme-able marketing plan. Whatever the reason, we have enjoyed this opportunity to learn about the existential philosophy behind being an Xbox. And fortunately, although the blog post may be gone, the video trailer still exists whenever we need to remind ourselves of the many things that can be Xbox-ified.