14 DAY TRIAL // Microsoft, through its UK Xbox boss Stephen McGill, has once again taken a stab at rival company Sony and its Blu-ray technology, which allows for more data to be stored on a special disc the size of a regular DVD.
For those that don't remember, Microsoft used the Xbox 360 to push for a new disc standard, HD-DVD, but seeing as how a lot of companies joined Sony on the Blu-ray side, the format was doomed a few years ago.
Since then, as games increased in size and began shipping on multiple DVDs for the Xbox 360, yet stayed on a single Blu-ray disc for the PlayStation 3, many people wondered if, and more specifically when will Microsoft break down and adopt the format.
According to McGill, never, as the British executive revealed that the Blu-ray format is just a fad, and people are adopting digital distribution and streaming for their entertainment needs, whether these are video games, movies or TV shows.
"I think people may have spoken about [Xbox's lack of a Blu-ray drive] originally, but that's long gone," he revealed. "I think people now recognize what a smart decision it was to keep the pricing low, and actually Blu-ray is going to be passed by as a format.
"People have moved through from DVDs to digital downloads and digital streaming, so we offer full HD 1080p Blu-ray quality streaming instantly, no download, no delay. So, who needs Blu-ray?"
While McGill may be right in terms of the public adopting HD streaming services like Netflix or Hulu, the popularity of the Blu-ray format is increasing by leaps and bounds.
Sales of dedicated Blu-ray players, not to mention those of the PlayStation 3 are on a steady ascending trend so, at least for the next few years, people are still going to keep on purchasing them, either to watch the movies or TV series or to play games on the PS3 console.
What do you think? Is Microsoft's McGill right about Blu-ray being just a fad or are we talking about the classic sour grapes situation? Share your thoughts below.