In an interview with TechFlash, Bach gave three big reasons why Blu-ray wouldn't be a good fit for the Xbox, starting with it not being a "feature we get a ton of requests for." Secondly, "it doesn't help us in the core of what Xbox does, which is in gaming. We can't have publishers produce games on Blu-ray disc." The third reason Blu-ray and Xbox will never make technology love, "it costs a lot of money." There, maybe that'll stop those pesky Blu-ray rumors from popping up. Doubt it though.