"Microsoft should get a lot of credit for using Xbox, a new brand name, for its videogame player. We have said so in a number of articles. And certainly using Zbox for a product with little change would be a mistake.
On the other hand, we would recommend that Microsoft introduce a next generation game player which is truly revolutionary. That's the only way to overtake PlayStation."
Therein lies the challenge! Do you strengthen the Xbox "branch" while further diverging from the "video game console" trunk, or diverge from the Xbox branch by coming out with something entirely new? How much emphasis goes to "better" versus "different"?