What’s the secret to a successful video game console? Surely the primary answers to that question are a great stable of games and an innovative twist on old gameplay standards, but another major factor is name-brand recognition, and Microsoft seems to be adamant about securing just that for its upcoming next-generation Xbox One console.

According to an article from Forbes, Microsoft isn’t so sure that “Xbox One” is catchy enough for day-to-day gamer vernacular. The company has a point: most of the popular gaming consoles either come with a short snappy name already intact (Nintendo’s Wii, for example), or lend themselves well to abbreviation (PS3, 360, N64, etc.). The Xbox One, while sounding perfectly fine for a console set to serve as the dawn for a new generation of video games, is a bit clunky for text conversations or quick journalistic reference.

Enter “Xbone,” the term that players have quickly coined for informal console discussion. It’s already caught on with gamers, even though the console’s November 22 release date is still more than two months away, and evidently, Microsoft likes the name as well. The tech giant recently purchased the internet domain name for “Xbone.com,” an acquisition that will almost certainly play into some sort of branding or re-branding campaign that Microsoft has in store for the console.

Then again, maybe saying that “Microsoft likes the name as well” is a bit of an overstatement. Larry Hyrb, the Director of Programming for the Xbox Live network, was recently quoted expressing his distaste of the nickname.

“I don’t like it,” Hyrb said last week. “It disrespects the teams that have put in thousands of hours (already) into the development of the product. Sure, it’s cheeky but I don’t care for it myself.”

Whether or note the name is meant as a disrespectful slur is hard to say. Certainly, the Xbox One isn’t the first video game console to get a shortened nickname (though Xbone is certainly funnier than something like NES), though some have theorized that the name was coined as a dig at the console after early announcements that the Xbox One would heavily restrict user freedoms.

Early on, the Xbox One caused a good deal of uproar among internet communities for policies regarding game sharing and console internet connectivity. While most of those controversial policies have been repealed or changed due to gamer demand, the Xbone nickname seems to have stuck, and now that Microsoft has adopted it, it’s doubtful that the name is going anywhere.