When you stop and think about it, the Xbox brand has endured some pretty significant downturns throughout the years. The Xbox 360's Red Ring of Death, the Xbox One's awful pre-launch marketing, and the lack of games in the formative years of the Xbox Series X/S - it's almost incredible that Microsoft's console has survived for this long.
It hasn't been without some consequences, as hardware revenue continues to fall and the brand as a whole has entered a transformative phase, delivering its titles to other platforms. The announcement of the ROG Xbox Ally also indicated a desire to go beyond the traditional console medium.
However, with the announcement of a new multi-year deal between Xbox and AMD for the next-gen consoles, you have to wonder if Microsoft is suited to going down this route once more. Then again, it could have other ideas up its sleeve that we haven't considered, revolving around Windows as a universal gaming platform.