Microsoft has spent the better part of a decade trying to "own the living room". It's still trying to do that, but it aims to take a more covert approach with the Xbox One.
Before today's reveal, Wired spoke with Scott Dallmeyer, a senior industrial designer on the Xbox One. He explained Microsoft's desire to blend into the living room. Dallmeyer said "Previously, we were a vertical icon; we really stood out. With this, we wanted to be very quiet, very confident, but still very capable."
Dallmeyer also took a moment to elaborate on some of the improvements to the system's controller. The new Xbox One controller may look a lot like the 360 controller, but there are roughly 40 design innovations to make for an improved experience. There is a new D-pad, new impulse triggers, integrated battery compartment, and other ergonomic changes. It ought to settle right at home for people familiar with the de facto industry standard.