Why Microsoft Rebranded Xbox Music As Groove?

Groove Music

Microsoft yesterday confirmed that they are rebranding Xbox Music to Groove. Groove describes what people feel and do with music, and is more intuitive for our Windows 10 customers on what they’ll find with the app. Why they decided to change the name of Xbox Music? Joe Belfiore explained on Twitter as below.

Looks like lot of people have associated Xbox brand with gaming console and concluded that Xbox Music works only on Xbox. Actually, Microsoft’s argument for rebranding makes sense. What do you think?