I think it's exclusively a move to boost the brand.

Content owners may not take advantage of what Microsoft is doing? They could bypass the PC altogether, or come up with some other type of system.

That is crazy expensive. But once you've got users in your world, you can track them. There is sort of an Orwellian possibility to it.

That is one area that Microsoft thinks is potentially very lucrative and fast growing.

This could be a chance to inflect that growth rate upward. But it's a challenge for Microsoft to overcome the perception that older versions of these products are good enough.

This is definitely being driven by Microsoft's desire to position Windows as a home entertainment hub, and to do that they have to make some concessions, ... They're walking a line, trying to please both sides (content companies and consumers) at the same time.