"And it's on"
You'll notice that after the new year of 2013 the good dear Major Nelson,PR Microsoft Games, presented on its official blog the countdown of E3 2013, an annual event held in June in Los Angeles.
What makes you think immediately to the debut of Xbox NEXT (or 720 if you like), the next-generation consoles Microsoft license plate, is the phrase "And it's on" that stands together with the countdown, visible to this address . What does it matter?
"And it's on," was the phrase of the announcement of the Xbox 360 debut more than 7 years ago during E3 2005.