i do not understand. does microsoft not know there are letters other than x and s and numbers other than one (and 360?)
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They can't have "Xbox 2" because it was going against "PS3" at the time, and Marketing-man decided that dumb people will buy PS3 more than Xbox2 because 3>2. So they decided on 360 for whatever it means because 360>3. Then following the "360", when going against the PS4, Marketing-man thought that calling it "Xbox One" will make people call their product "the One" - which indirectly invisibilizes its competitor. Obviously it didn't work and everyone called it "Xbone".
Then they don't know what to name their console anymore, there is no logical progression after "Xbox", "Xbox 360", "Xbox 360 (Elite)", "Xbox One", "Xbox One X" and "Xbox One S" so here we are.
Sony won by being able to count from 1 to 5 like a toddler. Apparently they don't teach that in marketing 101 class.