The ‘Return To Xbox’ Movement Is Starting To Lose The Plot

InnovationGamingThe ‘Return To Xbox’ Movement Is Starting To Lose The PlotByPaul Tassi,Senior Contributor.Forbes contributors publish independent expert analyses and insights. News and opinion about video games, television, movies and the internet.Follow AuthorMay 30, 2026, 08:35am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.XboxMSYesterday, there was controversy in XBOX land when it was revealed that Xbox would still include rival hardware logos like PlayStation in its trailers for its first-party, multiplatform games. The idea is that, with the promised “return to Xbox” and a focus on its community, this was a great offense.The pushback was loud enough to cause new Xbox CEO Asha Sharma to reply: “Seeing the feedback on logos. It was a miss, and I own it. We are talking about how we adjust for future XBOX shows.”This feels like yet another iteration of Xbox fans complaining about issues that are incredibly small, while the huge issues remain to approach anything resembling a solution. This “should we show the PS5 logo at the end of a trailer of a game coming to PS5” controversy came alongside the news that one of Microsoft’s biggest games in years, Fable, was being delayed until 2027, an enormously more significant issue. And yet we have superfans saying things like “This logo issue is integral to XBOX growth.” Is it, really?The most significant development since Sharma came on board was the reversal of the patently ridiculous 50% price hike of Xbox Game Pass Ultimate from $20 to $30 a month. Now it’s down to $23 at the cost of no longer offering the yearly Call of Duty installment in Game Pass at launch. A big move, but also fixing a blindingly obvious mistake.But besides that? Xbox seems like it’s getting bogged down in relatively pointless minutiae. It has changed its formatting from Xbox to XBOX after the result of a Twitter poll. Its logo is green again. It is changing the playtime s...