Xbox Pure is fake. As reported yesterday, Cheap Ass Gamer published a rumour that Xbox 360 was to have its name changed to Xbox Pure. The story was based on a challenge to CAG's readership to invent a rumour and get it published on a major blog.
Read this NeoGAF post. Kotaku editor Brian Crecente's responded to the "stunt" less than happily:
It appears that this rumor story could be CAG throwing their credibility out the window as part of a contest. Kotaku''s decision to run rumors is always based on the credibility of the site and the information contained within it. In the past CAG has proven to be a reliable site, having broken a number of stories through apt reporting. It appears that may no longer be the case.
So there we are.