Xbox chief Phil Spencer has recently been doing the interview circuit, mixing up his usual advocacy for Microsoft's slate with some more eyebrow-raising claims: Such as that, after the jobs bloodbath that followed the Activision-Blizzard acquisition, Microsoft is now hungrily looking at other acquisitions. After all, why stop at $69 billion?

Microsoft gaming boss Phil Spencer has responded to the launch of the company’s 'This Is An Xbox' ad campaign, which is already a meme online.

Why is "This is an Xbox" beneficial to console owners, then? Well, as Phil says, Microsoft Gaming clearly needs to tap into the PC, cloud and mobile markets as much as possible in order to grow and achieve success in the future. Without that, the suggestion is that console on its own couldn't sustain the brand as time goes on.