They spent TWO years on the interface design for the upcoming X-Box 360! Appealing to a wider audience dubbed, 'digital entertainment lifestyle enthusiasts,' across many cultures and continents while trying to deliver on not only games, but photos, videos and music would probably justify such a lengthy investment. The Microsoft in-house team worked with design firm AKQA (after a small competition) during these two years with the majority of the final tweaking happening in-house. It's a short read with some great shots of the interface. Looks good in my book.
