‘Feel the burn’ marketing tag ages very poorly — and very quickly — following Xbox studio closures

Microsoft has changed the tagline for a new Xbox wireless controller due to significant backlash after it closed down four studios.

The tagline “Feel the Burn Today” appeared in a Xbox blog post for the new Fire Vapor Special Edition Controller right around the time Microsoft itself reported that it would be closing four games development studios. Social media users immediately noted the poor timing, and Microsoft backtracked in acknowledgement of it.

So Microsoft changed the word “feel the burn today” to hold onto the heat