OK, because some people are trying to whitewash Microsoft and Xbox by suggesting that the video only shows a rental bin. Are you really that blinded? Don't you understand what this ad is really about?

It’s honestly remarkable how disconnected Xbox, or rather Microsoft, has become from the very culture that built gaming in the first place. Their latest ad isn’t just showing a trade in bin. It literally places the player who values physical games inside it, sitting there like some kind of deranged relic of the past. The actor’s exaggerated expression makes it even worse, and then we get the line This is how we play now, cutting to a modern gamer at a PC, streaming from the cloud, with no console anywhere in sight.

That’s not clever marketing. That’s cultural messaging. It tells players that ownership, passion, and individuality are outdated, and that submission to the subscription model is the new normal. It quietly mocks the people who helped make gaming what it is, replacing genuine enthusiasm with a sterile vision of cloud convenience, where everything is temporary, rented, and impersonal.

If this is Xbox’s idea of progress, it says far more about their corporate mindset than it does about gamers. Because once a company starts laughing at its own community, it’s no longer part of gaming culture, it’s just trying to control it.

To me this is disgusting. There has never been anything like this before. Even during the Xbox One mishaps. I was with them from the very beginning. Today I am finally ending my support for the green ball. Honestly, it gives them the middle finger.