Microsoft Studios boss Phil Spencer has admitted that he wasn't so much angered by the Xbone name, but that he was more frustrated he hadn't come up with the nickname himself.
"At first, I guess the thing that bugged me the most is I didn't see it," Spencer told GameSpot. "I'd been looking at the name for Xbox One for months, and I wasn't clever enough to merge them and come up with Xbone."
Spencer believes that the name is now here to stay.
"You know, I think it's going to stick," he said. "I think we can say we don't like it as much as we want, but it's a clever use of the name. Probably not the most flattering name, but I think it's going to be there."
He concluded: "I don't think you'll see us running ads that say Xbone.. but, yeah, it's a clever use of the name."
Spencer's comments reveal a change in tact when speaking about the nickname. Back in September Major Nelson said be believed the Xbone term "disrespects the teams that have put thousands of hours (already) into the development of the product. Sure, it's cheeky, but I don't care for it myself".
Xbone will be released November 22.