Microsoft openmed a web portal called xbox.com from which they are focused on providing services for their new console. Consoles so far have been a mixed bag for earning money. Nintendo has been the most successful so far but competition is brutal.
The recent collapse in paid to surf has really dried up the cash flow. Site ad valuation has also fallen which has also dried up cash flow as well.
Mostly likely the xbox website will be to provide customer service and support for gaming. That makes the portal the latest competitor to come out of the woodwork.
Microsoft has lots of lawyers on the payroll so they have registered it as trademarked and evidently they are registering it globally.