Xbox 360 was chosen last gen to convey it was on par with PS3.
Market research showed that if they called it Xbox 2 people would view it as inferior to PS3 since 2 is less than 3!
They chose Xbox One, because it is the All in One Entertainment Device (The phrase in mandated in every press release)!
This was the plan for the Xbox from the beginning...
If Microsoft numerated it as 1 it would then would have shown it to be inferior to PS4
Xbox 3 would be perceived as inferior to PS4, since 3 is less than 4.
It would be handing Sony a huge marketing campaign on a silver platter.
It doesn't matter what the name is, Xbox One has been unable to shake the bad image from it's unveiling.
Though sales wise, PS4 is widening the gap in the Xbox markets, though Xbox One should be able to close the gap this holiday in the U.S., U.K., Australia, Ireland, Canada, and a few other countries.
Though PS4 is the market leader in most of Asia and the mainland EU
Strangely enough the Wii U is the market leader in Japan by almost a million units.
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Something.... Weird... Something...