That's actually a very good market there if you think about it. I usually pull up a game of Ruzzle or Words w/ Friends on my phone in-between commercial breaks. If Microsoft could feed you content via this it might be a good money maker for them.

piss off a lot of advertisers though.

Or they work together, Beat this new level, and earn a coupon to try new SURGE™!

Who'll promptly switch/add advertising on the Xbox. Which sends more cash Microsoft's way.

I don't even need to think about it. That would be HUGE.

The biggest problem with consoles right now is what I call TTP (time to play) which is the time between switching the device on and playing a game. For the old consoles e.g. SNES it was seconds. For today's consoles it is in the minutes. The iPad is back in the seconds.

As people get busier the ability to bust out a quick 5 minutes of game play is going to be so important.

Targeting the short attention span immediate gratification market is definitely a win.