I agree. It's this all about this whole hipper than thou attitude from some advertising people that comes off more egotistical and elitist to me than trendy. And who gives a shit about trendy anyway? Mindless sheep that spend their time talking shit about other people I'd wager.
On a more basic level it's too oblique a way to express it being a step towards an all in one entertainment machine. If they wanted to convey that clearly so that it would actually impact their potential sales meaningfully they should be a little more clear. XBOX Complete, XBOX Total, XBOX Mass, XBOX Singularity, XBOX Omni, XBOX 9yard, XBO Caboodle, XBOX Shebang, XBOX Enchilada, fuck! Anything other than One!