You know, it’s always been my dream to cover the big news. Today, I’m not bringing you the big news, but I sure am bringing you the BIG news, because Asha Sharma, the CEO of XBOX (more on that shortly), has announced something huge–sorry, HUGE–in a post on X: Xbox is now XBOX. Guess she wasn’t kidding about going “deeper in the areas that matter most.”
Sharma put up a poll on X on May 13, with a simple question: “Xbox or XBOX?” The people have cast their votes, and the XBOXs have it, beating out “Xbox” two-to-one. Was this simply a joke? A riff on racist billionaire Elon Musk’s obsession with polling people on X, only to later ignore the overwhelming majority and their preferences? No, it seems like Sharma is really serious about this, as she has now changed the Xbox X account’s name and username to XBOX.
But what does the internet think of this unexpected Friday night rebranding stunt? On X, there’s a pretty hefty amount of glazing, and on Bluesky, the change is being mercilessly ridiculed.
*holding back tears*
Now this is an XBOX https://t.co/mpEVdSusgY
— NeoGameSpark (@NeoGameSpark) May 15, 2026
Tak to widzę https://t.co/e7btkQk9RO pic.twitter.com/M5tPxAtWfl
— Empolod (@EmpolodX) May 16, 2026
I am not writing that shit in my headlines https://t.co/ItaPhRtNtr
— Paul Tassi (@PaulTassi) May 16, 2026
this girl is making moves xbox has needed for years. even something as simple as bringing back the full uppercase XBOX makes the brand look like a total beast again. it’s bold, confident. and exactly how it should’ve always looked.
what the hell were phil spencer and sarah bond… https://t.co/ki4olU0vzL
— ♡˖° hailey °˖♡ (@HaileyEira) May 15, 2026
Combine the new logo with the original font and ALL CAPS. Perfection 💯 https://t.co/SD1cJwXujG pic.twitter.com/leG9RxNCbJ
— Logan Meyer (@Logmey92) May 13, 2026
FYI Asha Sharma updated her LinkedIn profile to confirm the rebrand to XBOX. #XBOX https://t.co/rLEcNI9Rsk pic.twitter.com/YSK6TLKoiY
— Rebs Gaming (@Mr_Rebs_) May 16, 2026
And, my personal favorite, this post on Bluesky from Bobby Pashalidis: “How many articles are we gonna see about this?” At least one more, buddy.
I understand why the cynics among you may be asking why this is even newsworthy. But I don’t control the news. I especially don’t control the BIG news. To everyone on Bluesky and X asking, “Why?” I would direct you to long-time VP of marketing at XBOX, AARON GREENBURG.
Is this actually a big deal to anyone outside of social media’s too-online console warriors? Kind of. I mean, some poor underpaid intern who had to go around changing every Xbox social media account name to XBOX this week? I can’t wait for all the all caps press releases we’re about to get out of next month’s Microsoft gaming showcase.