RatcliffeBlog?Mitch's Open Notebook: A bone-jarring Ah-ha moment: How Microsoft wins the Game Wars: "This all makes perfect sense. Xbox as a system is a PC without the choice in OS, since the software running the console is intricately tied up with the box. In a way, it's Microsoft finally coming round to Steve Jobs' approach to building PCs?deep integration removes convenient alternatives in software, opening a larger ongoing revenue stream from each customer, who can be marketed to through your device." Of course it also places Microsoft on a level playing field with the likes of Sony or anyone else capable of fielding such a device (I can think of a few). MS doesn't like level playing fields. But it may have no choice eventually.