When I talk to other journalists and random bus stop strangers about the idea of divesting from Microsoft and Xbox – worth doing for many reasons besides the company's dealings with the Israeli military – there is often an air of learned helplessness, a kind of deer-in-headlights mentality. Microsoft's gaming biz is too huge to ignore. They own so much. They own a lot of the malarkey that gets eyeballs. Which I can confirm, based on day-to-day experience of traffic stats. Still, I would argue that they do not have any momentum with the things they own, and to be frank, a fair whack of their stuff does sod-all traffic for us. Microsoft today are institutionally incapable of being intriguing. As such, an extremely indulgent way of thinking about the BDS boycott is to treat it as positive encouragement to seek intrigue elsewhere.
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