Xbox One's 'Xbone' nickname hasn't gone down too well with Microsoft's Larry Hryb (aka Major Nelson), who believes that the name "disrespects" the effort made by the Xbox team back at Redmond.
"I don't like it," Hryb replied when asked on NeoGAF what he thought of the nickname.
"It disrespects the teams that have put in thousands of hours (already) into the development of the product. Sure, it's cheeky but I don't care for it myself."
Gamers branded the upcoming console the Xbone shortly after its reveal back in May.
And it appears to have hit the mainstream, too. Snoop Lion referred to the console as the "Xbone" during a Reddit AMA last week.
Some have since renamed the console the Xbox One-Eighty, following Microsoft's multiple U-turns.
Xbox One launches on November 22.