Ever since CVG became the first publication in the world to see final Xbox hardware being switched on and booted up at E3 2000, with a crazed J Allard jumping around the room yelling: "We built a games console!" we've had a boundless respect for Mr Xbox himself. When this man speaks, you listen. A great deal has change since E3 2001. Sure Microsoft built a games console; now it's built a brand, a brand it believes is strong enough to beat even the mighty Sony in the next generation of console hardware.
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