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According to a post on its Xbox Wire blog, the new Xbox isn't just black; it's liquid black. Yes, there are different types of black… apparently.
Anyway, the blog post is very heavy on marketing guff – we've warned you – but it does reveal some interesting reasons behind the decision to use black.
The company says the reason for choosing black was so that it wouldn't distract people – rather focusing everyone's eyes in the room on the TV. Well, except people like me who have an OCD about black electronics being dust magnets (cough I'm looking at you PS3).
"The console and Kinect sensor are liquid black so they melt into the background when being used, allowing the content on your TV to dominate the living room," the company writes on the blog.
"The user interface is overlaid on the same shade of deep black so that the content tiles on the dashboard are more vivid and easier to navigate and interact with.
Even the controller gets the same treatment.
"Even the wireless controller uses liquid black to enhance visibility. The traditional A, B, X and Y buttons were re-designed so that the colored letters now float on a sea of rich, liquid black, a “triple-shot of injected resin,” clearly defining their placement on the controller."