Tom Warren

They've put the pressure on.

Phil has, I think he's kind of stepped away a little bit over the last couple of years.

So not so laser focused on Xbox.

And then that's allowed Sarah to have a lot of power over Xbox and accumulate like marketing power and do the, this is the Xbox campaign in her own org.

And then just, yeah, it just hasn't gone well.

It hasn't gone well for consoles.

Even if you argue that Microsoft perhaps doesn't care about sending consoles, which...

Maybe they don't, but I think they probably thought that they could replace them with cloud and mobile a little bit quicker.

I don't think they're going to change the strategy all that much because the strategy kind of makes sense in a way.

Like you want to get to mobile, you want to get to cloud, and that's how you're going to get more users, right, ultimately into your system without not selling enough consoles, essentially.

So I don't think the strategy is terrible, but I think the execution has been over the past couple of years.

I think that's been the problem predominantly is the execution of the strategy.

The messaging publicly has been pretty bad.

So I think it's more a regime change that's needed to bring some sort of element of people who understand user acquisition, right?

Yeah.

And I think that's kind of where Azure's coming in.

So going back to where it all started, this mess with Xbox, essentially, is Xbox One, where they failed that sort of era.

And what happened at that time is the PlayStation— This is like 2013.

This is 2013, yeah.

Yeah, and that led up to kind of 2017 and the launch of xCloud and all that sort of stuff.