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Xbox One SoC rivals AMD's Tahiti for size, complexity

We've known the outlines of the Xbox One's AMD-designed SoC for a while now, including its eight Jaguar CPU cores and GCN-class integrated graphics. One of the primary revelations to come out of Hot Chips is the SoC's sheer size: the thing is 363 mm² and is comprised of roughly 5 billion transistors; it's produced at TSMC on a 28-nm HPM process.

To give you a sense of scope, the Tahiti GPU that powers the Radeon HD 7970 is also produced on a 28-nm process at TSMC, and Tahiti packs 4.3 billion transistors into 365 mm²—so the two chips are quite comparable in size.

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NextGen24Gamer1061d ago (Edited 1061d ago )

More and more info and tech analysts keeps coming out about the custom cpu in the xbox one. On top of that, there will be some info within the next few days about the xbox one's gpu & custom chips. There is one console that has been surprising developers who have actually worked on it and not just from looking at the original specs announced months ago. Microsoft has been vague for a reason. Here is a quote from an insider and a link to where it was quoted from. I suggest reading the info contained in the link as it directly pertains to the extent that MS has gone to customize their console.

Quote:

"Insider: The x1 is more powerful.. and it supports games at 2k and full upscale to 4k some games will support 4k later.. ill let you do the maths :)

I will follow up... Any body with a thought in technology and gpu specifications. Will tell you there is no way on earth that a sub low end gpu with 748 shader cores. Is going to be doing any type of justice to a ten year plan. Not only that it couldnt even manage 16 players @ 720p 30fps in bf4. Every part of x1 is a custom silicon. A 100 million dollar budget for the control.. lol fanboys are delusional at this point in time... :)

Misterx: Well, thank you a lot for the info! We should wait more for NDA to expire.
Insider:Yes I would suggest everybody wait.. Hotchips will go into some parts about the silicon. Apu. Oban. And kinect.. there really is more stuff going on.. as kinect has two chips. Then their is Apu+dgpu and the dsp for video and audio. We should get clock speeds and what cpu core specs. and what is modified and why. :)"

http://misterxmedia.livejou...

If you read the link thoroughly, it basically eludes to something that I heard first hand months ago. The custom GPU in the xbox one is actually a dual gpu....Which MS will reveal soon.

Now go ahead and get your popcorn out!!!!!

Dragonborn3121061d ago (Edited 1061d ago )

I wish I knew more about tech specs. Thanks for the detailed post Elite24Gamer, despite the fact that I do not understand it all it is still very interesting.

XB1_PS41061d ago (Edited 1061d ago )

Specs right now seem like they're switching up at every turn for MS. I honestly don't know what to expect.

@Elite24Gamer That link you provided has some of the best reading I've done since reveal.

Sheesh, this is a very surprising quote. I don't know who this Misterx is, but throughout that link he seems to know a lot about hardware.

"Misterx: Xbox One will be the better console at the end even in specs. It already has better looking games. Enjoy the drama Microsoft created for their self. They cannot loose so fast and simple with such a man and money power."

black0o1061d ago (Edited 1061d ago )

@Elite do u understand the difference between 1k,2k and 4k go and google it
after that if u some how believed that x1 will run games at 2k u need some serious help

and one last thing do u know that dev already played with the x1 right and it's so clear that ps4 has more GPU POWER by 40% not taking the GDDR in the count

FACTS ARE FACTS .. and if MS had a stronger GPU that 'd been the intro of the revel E3/GC they want to sell the product why hid one important selling point

and the guy who wrote that is die hard xbot really "x1 games looks better" dude go play some KZ :P

XB1_PS41061d ago

@black0o If you read what the link says, it's not all about the Apu. Yes the numbers solely based on APU are stacked to Sony. I'm just wondering what the hell is going on inside of that massive chip. 5 billion transistors can hide a lot.

creatchee1061d ago

@black0o

"FACTS ARE FACTS .. and if MS had a stronger GPU that 'd been the intro of the revel E3/GC they want to sell the product why hid one important selling point"

You know, a generation ago, I would agree with you. But Microsoft has been employing a bizarre take on The Art of War in their next-gen strategy. I think that they realized that Sony would be releasing at the same time that they would, and have gone to some obscene lengths to get them to show their hand.

People want to say that Microsoft is lost or doesn't know what they want or whatever. However, and I say this only as a theory and nothing more, what if they knew what they were doing the whole time? The DRM, the 180's, the TV TV TV, the indies etc - what if this was some ploy along the lines of Coke 2 back in the 80's?

They could call the negative outcry and preorder differential a lost battle in a much larger war. Enhance confidence in their enemy only to strike them down when they least expect it. There are two main things left that Sony has the apparent upper hand on - specs and price. If the One actually is more powerful than expected and can trump the PS4 in that department, the price becomes less of an issue and buyers then have to consider the bonuses that One provides (hate to say it, but Kinect, TV, NFL, apps, swapping etc). And I don't mean just initial buyers - I mean for the next ten years.

Of course this is all conjecture and could be nothing at all. Either way, things keep getting more interesting every day until the launches!

black0o1061d ago (Edited 1061d ago )

@sofresh412 i'm wondering the same then with the 47MB as cash memory and 32MB eSDRAM and a cpu/gpu that's already too many parts and i guess that's why the size is so big

@creatchee ppl lost their jobs star with Adam O. all the way to top
so u r telling me that MS loosing ground for bigger plan this isnt a movie OK. investor will losing money and ppl love to spread bad news faster then the good news .. and finally a lot of 3rd-parties already said that ps4 is more powerful by 40% after the 6% increase in x1's gpu

edit:
so far i only owned PlayStation consoles, but if MS pulled out a 4-5 TF GPU i'd cancel the ps4 at that moment.

look at it this way ''some write this on the site''
PS4 has GPU V8 + GDDR turbo charge + custom GPGPU
X1 has GPU v6 + esdram super charger + custom ?? + 47MB of cash

in term of pure power PS4 has the lead but in term of efficiency X1 has the lead

creatchee1061d ago (Edited 1061d ago )

@black0o

I agree, it's a ludicrous idea, but business sometimes makes no sense at all. The DRM thing may have been planned and backed off of as a consequence of a larger plan - I don't know.

The 40% figure doesn't tell the whole story though. It doesn't take into account custom chips and architecture. I would also argue that that value is merely a number based off of what is currently known. Unfortunately, there is plenty we don't know and won't know until every specification is identified in both consoles - not just the APU and GPU numbers.

HammadTheBeast1061d ago

Just in regards to this article, people have 0 clue about what they're talking about, both pro and against MS.

Basically this is confirming the leaked specs/rumors, not much new, except for details.

PS4 is a bit more powerful, difference on multi-plats will be marginal, however, first parties will be more noticeable.

Remember, I condensed this for the low techy-techy peeps here.

Any questions, just ask.

PFFT1061d ago

RYSE: SON OF ROME!

"The action in the shots included custom keyed Archer volleys, Catapult explosions with Units getting blown up. Battle formations, custom Prop keyed animation, Camera Animation including Depth of Field to guide the viewers eye. Particle Effect creation, modification, & improvement for such things like birds flocking, flaming arrows, & explosions; scene lighting changes, additions, & lighting caused by effects. I also rendered all of the scenes at 2k res @ 60fps."

The shots Eric Ruskoski spoke of will be used for Marketing purposes on September 2013.

pyramidshead1061d ago (Edited 1061d ago )

@elite24gamer

Take that site with a massive ocean load of salt down your dehydrated throat man. This is a list of what that site and his cronies have predicted previously, even as recently at Hot Chips symposium and got wrong:
Things that they predicted:

3 different socs/apus
3 different gpus
ray tracing chip
hybrid memory cube
ddr4 ram
10tflop console
Paid AMD billions and billions to get superior secret architecture
"Insider: Sorry but ms did not give AMD billions.. You are miss informed"
Oh yeah and my favourite:
the kaveri CPU chip everyone was banging on about ;)

+ Show (7) more repliesLast reply 1061d ago
M-M1061d ago

Well, no one said that the Xbox One was weak. I would explain, but I don't want to have to repeat myself.

n4rc1061d ago

Where have you been?

Clearly not reading the posts here at n4g... Lol.. I've heard that comment made a hundred times by the Sony faithful.

Now the backtracking is in full swing...and its hilarious to watch quite frankly

DonFreezer1061d ago

What?And all the bullcrup from the ps techies about rops , compute units and teraflops?

malokevi1061d ago

As gamers, we've all got a whole ton of great things ahead of us. I'm happy to say that it feels like I'm a 7 year old on Christmas.

Having trouble focusing on my life.

😁

HammadTheBeast1061d ago

2 whole months ahead unfortunately :(

Oh well, GTA V to hold me off until November.

Sonysexual1061d ago

The Xbox ONE has been surprising developers, but not for the right reasons.

Not only are the specs abysmal, the architecture is more complex and inefficient compared to SONY's elegant solution. The size of the Xbox ONE's APU is due to the near 2 billion transistor eSRAM.
Furthermore, the current SDK environment is a disaster, with the latest update dropping performance by ~20%.

Sonysexual1061d ago

LOL... Look at all the disagrees from the Xbox camp.
There's a reason all 3rd parties, even ones with exclusive deals with Microsoft (Battlefield 4), are showing the PS4 version and not the Xbox ONE version.
It's because the PS4 version is superior.

Belking1061d ago

You are one delusional fellow...lol

akaFullMetal1061d ago

Belking you're one to talk...

NextGen24Gamer1061d ago (Edited 1061d ago )

Did you even click the link in my comment? It is basically stating that the custom cpu that everyone is just recently learning about, is the tip of the iceburg. Within the next week, MS will reveal info about their custom APU & DGPU... Up to this point MS has been hush for multiple reasons explained in the link.

With the Xbox Ones CPU, APU & DGPU, it would easily push well over 1.8 TFLOPS. More like 4 to 5 TFLOPS.

What we know is this. The xbox One hasn't given any info up till this point about the CPU...and same with the GPU or GPU's. The only thing MS has said since the beginning is that everything in the xbox one is CUSTOM built.

They have purposely not thrown around numbers. And if you read the link, you'll understand why they couldn't.

All I can say is this, anyone who has been bragging about how the ps4 is more powerful is in for a big surprise. I hope that's not the only reason you chose that console. I hope you chose it for the games.

Everyone laughed when MS said early on that their console can do 4k games. Meanwhile Sony said they can't do 4k games but only 4k movies.

So either ...

A. MS was just flat out lying
B. MS knew something about their hardware that everyone didn't know.

You know, like leaving out the fact that it has custom CPU, APU & DGPU.

That's a game changer and if having the most powerful console matters to you!

thetruthx11061d ago

@Sonysexual It's 5 billion transistors altogether and the performance drop was just a rumor and was never proved

Using the different rams as caches is said to help with the bandwidth limitations and therefor giving great graphics performance

I read the article :)

Sonysexual1061d ago

Yeah. MisterXMedia is a known nutjob and a fake.

We have been going on that the GPU is 1.31 TF with the recent upclock. Microsoft confirmed this number at HotChips.

Based on what Microsoft has released so far, I'd put my money on the VGLeaks' documents rather than some anonymous dude who has a LiveJournal page.

JokesOnYou1061d ago

@Sonysexual, where did you get that info?

"SoC's sheer size: the thing is 363 mm² and is comprised of roughly 5 billion transistors; it's produced at TSMC on a 28-nm HPM process.
To give you a sense of scope, the Tahiti GPU that powers the Radeon HD 7970 is also produced on a 28-nm process at TSMC, and Tahiti packs 4.3 billion transistors into 365 mm²—so the two chips are quite comparable in size."

drsfinest721061d ago

your wasting your bubbles lol

bandobacon1061d ago

@Elite24gamer Let me get this straight. You are saying that The XBOX ONE APU is stronger than a GTX 690.

Let that sink in.

5 billion transistors for the whole chip, compared to ~7 billion on the GTX (which btw, is just a graphics card, so no cpu, no caches, no ES ram.) I am pretty sure microsoft would not put that chip in a 500$ console when they could wipe the market for all PC devices.

I personally looked over the hotchip pics they put out. With the amount of busses and caches with the small gpu and mobile cpu Its not surprising that when you add ~ 2 billion transistors for ES ram that the die doubles in size.

I want you to open up paint and circle in red on those photos where the second GPU is. To show the world Microsofts master plan.

Your post gave me cancer.

christocolus1061d ago (Edited 1061d ago )

sonysexual??

christocolus1061d ago

i will ignore your name and just ask you to provide a link to validate your claim.....

DoesUs1061d ago

@Elite...My good god! You sir are a nut job! You can't possibly believe any of that nonsense?! If you knew anything, you wouldn't of typed that. At this point I put you ahead oh Greenpowerz in the "lost it" stakes. The release of the bloody machines can't come quick enough so's to shut the likes of you up. You are in for a shock.....

B-radical1061d ago

I dont think its just xbox fans disagreeing...........your making playstation fans look dumb

richie007bond1061d ago

Lmao at your name, you need to get out more nothing you say can be taken seriously.

FrigidDARKNESS1061d ago (Edited 1061d ago )

For those that still think the x1 is weak its ram cpu and gpu is very powerful. It can do native 4k games as it's competion cant. To give you an idea it takes 2 Nvidia Titans to do a
http://www.polygon.com/2013...

DarkHeroZX1061d ago

Lmao @Fridged

Did you read your article? Only 4k for movies which Sony said they are doing too.

+ Show (13) more repliesLast reply 1061d ago
C-Thunder1061d ago

Bull butter. There is no way, no way Microsoft would set on something like this in the face of all the negative press that's been going their way.

If I'm wrong, great, I'm getting both systems anyway, but too many devs have eluded to the PS4 being more powerful, Sony has repeatedly said "ask the developers" when referencing the power gap. Taking up the montra of "most powerful console ever built", hard to believe they'd be making such bold claims without knowing. They've got plenty of indies with both dev kits, you really think they'll all will hold to an NDA so tightly? Not in this day and age, this would have slipped a LONG time ago.

ABeastNamedTariq1061d ago (Edited 1061d ago )

What kind of games would run at 2K or 4K? I'm not guessing Gears of War. From my (limited) understanding, even crazy high-end PCs have trouble running games in 4K.

Plus, if that have a dual-GPU (skeptical), why wouldn't they announce that earlier? To boost preorder sales and what not. Seems a little fishy.

How could a $500 console run games in 4K? Honestly. That's a serious question.

EDIT: "4 to 5 TFLOPS"......-_- There's no meme to describe the level of doubt I have about what you're saying now.

Don't just disagree, lol. Educate me, prove to me why my doubt is wrong.

NextGen24Gamer1061d ago

read the link in my first post. It explains why MS couldn't say anything yet. That 3 billion dollar deal they is also explained in my link. MS has been up to something huge and it went right under Sonys nose. LOL

ABeastNamedTariq1061d ago

I still remain uneducated. How will the hardware do it? Like... I remember seeing some Metro: Last Light 4K PC benchmarking with dual Titans (IIRC), and even they couldn't go too high with the frame rate.

The format of that site makes it confusing for me to read. Lots of grammatical errors too. And..how does an "insider" for MS know exactly what Sony is doing (with that deal you refer too). I'm keeping my skeptical glasses on, sir. $500 for 4K? I don't know about that. If I'm wrong, I'll eat my hat.

tigertom531061d ago

4k was for video not game play

n4rc1061d ago

Angry birds... Lol

I'm not kidding... Running at 4k isn't really that huge of a deal when you are talking simple mobile based games etc

Theres no way in hell your running something like bf4 at 4k... Not on either console ever..

DoesUs1061d ago

MS hasn't said anything because there's nothing to say. Remember when Sony refused to talk about RSX? You should stop posting garbage now, because it will and IS going to bite you on the @rse, I will make sure of it. Watch THIS space!

Indo1061d ago

I agree. 4k gaming is far from now, console wise. The power needed and money isn't visible with M$ starting price of $499, minus the Kinect you got the base price of $399. 4k video yes but not gaming, probaly a simple game but not on the scale of say BF4.
And if M$ had all these feats then why keep it hidden and create all these 180's, bad PR, and unpleasant representation of their gaming console/cable box/DVR/NFL Sunday Ticket. If M$ does reveal something big enough to triumph over the PS4 then go right ahead because healthy competition is always welcomed because we the consumer always win. LOL "4 to 5 TFLOPS" is definitely not happening, well not for Next-Gen of consoles anyways because PC gaming is always 3 steps ahead.

stuna11061d ago (Edited 1061d ago )

@Elite24Gamer

The 5billion transistors is a catch phrase, just like the power of the cloud, just like the driveatar! All these terms are used to strike a cord with certain individuals who are apt to fall for marketing ploys! Why do you think each company employ advertising teams? Because they're there to hype up a product to apeal to the largest demographics.

AMD has went on record stating that the PS4's chip is the most powerful that they've developed for consoles, couple that with the fact that Sony played a intergral role in the making of their own chip, just like the Cell! Because after all Sony manufacturers hardware first with more experience in the field, whereas Microsoft is more suited in the software field, and contracts out for the manufacturing of their chips.

Just on what you stated alone spec wise would ramp up the cost of the Xbox 1 considerably.

LoydX-mas1061d ago

@Stuna1

???? So Sony is making an AMD chip? Nice try.

BOTH MS and Sony have custom AMD chips.

Link: http://www.forbes.com/sites...

In addition MS is making their own chips on the one piece of hardware that sets the X1 apart from the PS4....Kinect.

link: http://www.bloomberg.com/ne...

stuna11061d ago

@Loyd-Xmas

If you read my comment and comprehended it, you would understand intergral role in the manufacturing of the chip! Which in laymen terms means they took a active part in making it! Thank you kindly.

LoydX-mas1061d ago

Stuna1,

Please provide proof that Sony helped anymore than MS did with the design of their chip with AMD.

Here is mine.

http://www.tomshardware.com...

So, It looks like MS did play an active part of designing their chip with AMD........just like Sony.

Don't try and make it sound like Sony working with AMD is anything different than MS.

+ Show (7) more repliesLast reply 1061d ago
ZombiesRUCrazy141061d ago

the very fact that you quote to the misterxmedia blog makes anything you post invalid

imt5581061d ago

Which dual GPU's? Microsoft gave to the public official specs and i don't see any dual GPU's :

https://semiaccurate.com/as...

Think, think, think guys

MysticStrummer1061d ago

"lol fanboys are delusional at this point in time..."

That's good. The first step toward getting help is admitting you have a problem.

We're all proud of you "Elite".

Flutterby1061d ago (Edited 1061d ago )

Elite all you are doing is getting ppls hopes up when the fact is MS have already released specs now and it's not impressive or better than the ps4. You shouldn't really be linking some clueless guys blog as proof of anything.

Mark elite as trolling and leave it all alone. This is the same guy that said wait till hot chips MS have giant news and wait till e3 MS will blow ppl away with some big news. Nothing has ever been true all he does is spread lies and tries to back them up with some unknown persons blog if that isn't trolling I don't know what is

NewZealander1061d ago

wow i hope what you say is true! ill be eagerly awaiting further information!

awesome read bro!

HammadTheBeast1061d ago

Elite. You are spreading complete bull$hit based off of MS PR statements, and you have no clue what any of this means.

Please, take a course on computing and then come back.

DoesUs1061d ago

LMAO! Elite, your "insider" is full of sh!t. Dual GPU's now?! Dear oh dear... When will you MS fanatics come to your senses! PS4 is more powerful, and is more efficient. End of discussion.

grassyknoll1061d ago

I can't believe people believe it's a dual GPU. The eSRAM takes about 2 billion of those transistors, that's the most complex part of the system. There's being optimistic, then just being plan mental.

n4rc1061d ago

More efficient and end of discussion eh?

You'd like that wouldn't you? Too bad there isn't one tiny iota of evidence pointing to that?

You dont want to believe anything positive about Xbox yet will lap up ANYTHING praising your precious ps4..

You kids really are a trip..

DoesUs1061d ago

The evidence of its efficency is out in the public. For both machines. If you knew what you were reading and how it all works you wouldn't replying to my post. Clearly you don't understand anything, not surprising.

grassyknoll1061d ago

All of that is complete rubbish.

Animal Mutha 761061d ago (Edited 1061d ago )

I certainly hope you and your source are correct. I look forward to hearing more and the custom silicon certainly has caught my attention.

I'm a little sceptical as a lot of what is being claimed just sounds too incredible to be true. I treat as rumour for now.

XB1 preordered already and I feel better about that every day.

Metfanant1061d ago

you dont actually believe anything "misterx" pulls out of his ass do you??

iamnsuperman1061d ago (Edited 1061d ago )

Isn't that the link that someone posted here months ago saying the XB1 would have a ridiculous amounts or RAM....(I recognised the flower). What you quoted from was a delusional blog clearly created to start something up. Trying quoting something a bit more credible next time

Mkai281061d ago

That sounds like double precision..

Silver3601061d ago

Quote from industry insider on why MS is not talking about their superior gpu

Parasite76: Well, now that is out of the way.
Having lunch with my friend this today was especially gratifying because he was talking more free about whats happening behind the scenes whithout much hesitation. I think MS is starting to loosen up the security on X1 since we are near to hot chips reveal. here is some info I learned today.

the memory system in x1 is much better then ps4 3/4 huma . its actually completely coherent in hardware. You can thank the move engines for this.

several developers are seriously foaming at the mouth to show what they can do on X1 but have to wait until amd gives ms the green light.

more studios are becoming level 2 and 2 more studios are level 3.

the publisher that will openly show the difference between ps4 and x1 will be ea .
bf4 not only runs at 1080p 60fps, it also has a much better particle system and lighting (ray tracng?) I was told the difference is not subtle.

ubi did not show real x1 build at gamescon because of pressure from sony. My friends contact at ubi told him they was all set to go with real beta and sony usa went ape shit .
He said he was told by his contact, " If we would of showed our x1 beta build with cloud dynamics, it would of been no contest"

nda is still 09/21. after that its over as there will be zero restrictions on what can be discussed.

last tidbit, bethesda is working on something special and exclusive for x1 but I can't even say it yet because if I do, the source is busted. Bethesda may be level 3 now.

that's all for now. It's fun to watch sit and watch the studios inadvertently out sony's brainwashing by just showing ps4 version of multiplatform games, just like I said they would.... just wait until October and you start seeing side by sides. VI my friends, VI.

Kayant1061d ago (Edited 1061d ago )

@Elite24Gamer

Are you Frigid's twin by any chance???

You believe the XB1 has a dual chip loool If the XB1 is so all mighty powerful why has MS not being calling their console that, why did we have to wait for so long for them to confirm basic specs of their system like PS4 (TFs)..... Also why is there such a visual downgrade in Ryse Coliseum mode to the Beautiful Single player if it's all powerful. And you really think MS or Sony would a sell 4-5 Teraflop system for $399/$499 when GPUs alone with that kind of power sell for $500+.

It's really sad to see that people will go so low to made a blog of BS just to defend a company. SMH.

This will all come out to be false like it has for Frigid.

Have fun believing in your dreams.

FrigidDARKNESS1061d ago (Edited 1061d ago )

It also supports native 4k games its competition doesn't. ..so the i agree the ram cpu and gpu is very powerful
http://www.polygon.com/2013...

DarkHeroZX1061d ago

Lol a MS representative said it can do that. That was no different then when a Sony representative said the PS3 would do 1080p at 120fps lol. However if BF4 is a good representation of what next gen can do on both platforms then neither are doing 4k gaming. BF4 on both are currently only able to do 720p at 60fps. If we do get 4k gaming at all next gen its going to be with small indie games that can already do 1080p at 60fps casually on current gen.

Clarence1061d ago (Edited 1061d ago )

Or could it be that M$ says custom, because they are trying to deflect the fact that Xbox 1 is not as powerful as the PS4?

I mean technically the PS4 architecture is custom as well. Sony just decided to make their specs public.

M$ on the other hand are keeping theirs hidden and using the word custom to make their console sound more powerful than it actually is.

I'm just going off the fact that for years M$ brags about what their software can do. When the surface was announced they didn't hold their tongue about the specs compared to the ipad. Apple is a direct competitor when it comes to tablets.

Now all of a sudden they want to say that the Xbox 1 has custom architecture? Sony is the direct competitor in the console market. You would think that they would release their specs, instead of saying custom. It's not like Sony can change the architecture of the PS4 that much with 2.5 months to go.

Sounds real fishy to me.

Kayant1061d ago

Yep lets add to the fact the only specs they talked about in their reveal was their 8-core CPU, 5 billion trainstors. Not once did they talk about their GPU.

edgeofsins1061d ago

More transistors doesn't necessarily mean more powerful. Otherwise Ryse wouldn't be at 30fps and chug downward at certain parts like the beach scene in the demo.

The cloud doesn't add tflops to the console performance. Not at all. Biggest reason why? Because the X1 cloud is not made up of GPU's to do the processing so they don't push out much raw performance at all. Not to mention how big the latency is.

If your fake insider was true then Microsoft would have shown results rather then letting their brand grow even more negative attention from not taking action.