SOFTWARE HOUSE Microsoft has treated punters to a closer look at its Xbox One games console, lingering on its controller, screens, and general desirability.
The firm has pulled in some photos and comments from people close to the console and its hardware, and naturally they talk in the most glowing of terms about the machine.
"Xbox has always had something to say. It's always been bold with a strong personality," said Carl Ledbetter, creative director of Industrial Design.
"Xbox One needs to serve our most loyal gaming fans and deliver unique entertainment experiences, so its design has to make an appropriate statement that reflects its capability as an all-in-one entertainment system."
We've already covered how the Xbox One is the "ultimate gaming and entertainment system", and that general theme made a reappearance here.
Helping fit everything within the one box was the tandem development of the software and hardware. There is some talk of consistency, efficiency, simple form and functionality.
"We wanted to think from a holistic perspective," piped Ramiro Torres, creative director for design on Xbox One.
"When designing anything on Xbox, you have to consider everything from the way the hardware and user interface looks, to the way the box and branding is expressed. Everything has a role in the way you experience a brand."
If the devil is in the design, then this should be called the Xbox 666. Microsoft gushed over every element of its console, even bragging about how black its black colour is.
Designwise, the Xbox webpages are pretty much what we have come to expect with recent updates. There is a large nod in the direction of Windows 8, of course, and screenshots from the blog are hard to tell from those released by the firm yesterday when it talked up its next service pack.
The takeaway here is that Microsoft has tried its best to deliver a high quality machine.
"We're like a race car pit crew,. Everyone has their own very important job, but we're all working right next each other as a team to win the race," added Ledbetter.
"Many people may not notice some of the small design touches," said Ledbetter. "But we take pride in our craftsmanship in making sure everything is perfect. We want to create something that is exciting and will please our customers, both old and new. Nailing every last detail is critical."
The Xbox One should be out by the end of the year. It could cost as much as £600. µ