What's in a name? A whole lot, if you're asking yours truly. "All Your Entertainment. Input One." Such intriguing statements were declared in a document that leaked from Redmond last summer. The slogan "All in one, input one" was on the Microsoft banners decorating the LA Convention Center for E3 this year. But this probably left many wondering: what is "input one," exactly? It didn't go unnoticed by those who follow the TV industry. Input one is commonly used in the biz to refer to the TV input most Americans use to access the majority of their content. This is the input that's displayed when the TV is turned on, and it's the input that most connect their set-top box from their cable or satellite provider to. Naturally, it's a highly coveted position in the content industry and one that is well fortified by the incumbents.