Natal. It's not a camera. It's not a motion sensor. It's not a knee-jerk reaction to Wii. According to Xbox super-chief Shane Kim, Natal is about bringing "hundreds of millions" of players to Xbox 360 - and winning this console generation.
"The generation isn't over, and we're not winning yet," Kim told OXM.
"Our goal is to win, always has been. We want to have hundreds of millions of customers, whether that's on 360 or on Live, and that's our vision. That's what Project Natal is about.
"Natal is not about responding to Nintendo and what they do with Wii, it goes well beyond what Nintendo and Sony are doing.
"This is about unlocking the potential and breaking down all the barriers that remain that prevent people who are intimidated or feel awkward with a controller in their hand - anything that prevents them from jumping in and having a great time with Xbox 360 and Xbox Live."
You go, Shane. Natal's expected toward the end of next year.