It's "My Xbox"

Microsoft has unveiled another Xbox 360 feature called, "My Xbox." Essentially, the service will integrate Xbox 360, Live, and Xbox.com. My Xbox will launch later this month, so users will get a chance to create a gamer card even before they get their hands on the Xbox 360.
This isn't groundbreaking, but it's a feature that will let serious gamers flesh out their gaming identities while away from the Box. It's another step in the evolution of the gamer, which Microsoft believes will take shape as the online community of gamers grows.

[Thanks, Oracle]