"Xbox One" is almost but not quite as stupid of a name as "Wii U", kind of like how "Xbox 360" was almost but not quite as stupid of a name as "Wii". The more things change, the more they stay the same, eh?
Better than just calling it "Xbox" but this is still going to cause a lot of confusion between the Xbox One and the regular Xbox. And this sure is a total switch from the Xbox 360 using a bigger number to not look inferior in comparison to the Playstation 3. So now I guess it does not matter that Xbox One is a lower number than Playstation 4?
Sounds like locking out used games is in, so I will never ever buy this thing even if Nintendo went third party and became an Xbox One exclusive developer. You had to know that Microsoft's refusal to deny the rumour was a confirmation. If someone accuses you of something that is clearly negative, you would only refuse to comment if you were guilty or a huge moron. Otherwise you would just say "No, I did not kill those people! That's ridiculous!" There is nothing to gain by being coy or obtuse if the honest response will close the topic immediately.