I know that when Atari was building up to the original Xbox launch, the Atari brand was tarnished in many ways, but it did (and still does) have a huge amount of cache as a hugely influental American game and game console maker. From a marketing and business standpoint there are a lot of good arguments for them to have cheaply bought the established name and slapped in on their first game console. For example Atari 9600, by Microsoft, or something along those lines. I bet there was at least some consideration of the idea at Microsoft at the time. Instant brand recognition and cache from the American gaming public was up for grabs, but they passed. What do you think?