Xbox One and Microsoft's shocking discovery: gamers aren't data | Technology | guardian.co.uk: " . . .But let's say there has been a thudding realisation within Microsoft that the Xbox One proposition is wrong. What then? Is there a reverse gear? "This is a very difficult question," says Crossley. "For several years Microsoft has built its new business and console with this ROI plan as a way of justifying the astounding investment. What I'm saying is, the means and ends are intrinsically linked. It's not like turning off a light switch; if Xbox One scraps this policy, then there's a massive hole in its revenue projections. Then again, if it sticks with it, the outcome could be much worse.""