But this isn't a desperate call for loyalty. Lombardi appears confident that the PC gaming industry will continue to flourish with or without Games for Windows. "If you took World of Warcraft, Steam, PopCap and added it to the PC pool, all these huge revenues -- just WoW by itself, right? If you took WoW's 2006 revenues and the 360's revenues and compared them, even then you would say I don't think the PC's really dead."
Lombardi's remarks are a reminder to Microsoft that PC gaming has apparently thrived without a "team" name. While not quite threatening, there's an aggressive overtone in Lombardi's words; a "check yo'self" sorta vibe. Valve's marketing manager is certainly not alone in his skepticism of Microsoft's motives. There's no denying that Games for Windows is being used to promote the launch of Vista -- but will the commitment last beyond the initial push? The answer to that seems obvious: As long as the money is good.