I feel like Microsoft at least does a better job of getting across that their systems are new and different. Nintendo put so much focus on that damn controller.
As much as I loathe Nintendo's business end,
The xbox series has absolutely horrendous naming system.
Nintendo fucked up mainly for Wii=> Wii U,
Microsoft has been a shitshow since 360, mainly coz they picked 360 and didn't consider what they'll go to next.
And the ONE moniker for a buttload of services is absolute bullshit when it isn't the first device/product from that brand.
And then they went to Series?
That's absolutely shit as a naming convention for a single generation as well.
Stg the project names are a lot better than the final marketing names.