Why X-box is getting pummeled by PS2 has never before needed to go through the motions of building a hip, edgy image?lucky for them, as cool is obviously not Bill Gates’ forte. With the computer desktop, Microsoft’s long suit, only a tiny number of users fret over their operating system’s brand. Sure, there are Apple and Linux acolytes who stare down their noses at the Great Unwashed who run XP.