Microsoft has offered its most strongly worded prediction yet that Blu-ray will be extinct before it can become the de facto disc format of the video games industry.
MS has previously told CVG that it isn't interested in adopting Blu-ray for Xbox as it instead considers digital media the long-term 'future of home entertainment'.
Now UK Xbox boss Stephen McGill has claimed that the format will be "passed by" before it can make an impact.
"I think people may have spoken about [Xbox's lack of a Blu-ray drive] originally, but that's long gone," he told X360A.
"I think people now recognise what a smart decision it was to keep the pricing low, and actually Blu-ray is going to be passed by as a format. People have moved through from DVDs to digital downloads and digital streaming, so we offer full HD 1080p Blu-ray quality streaming instantly, no download, no delay. So, who needs Blu-ray?"
McGill's comments come after developers such as Capcom and Mercury Steam have discussed the "problem" of creating games on multiple DVD discs for Xbox 360.
The European Blu-ray Disc Association told CVG earlier this month that Microsoft would be "welcome" to join its ranks.