I don't find it very different from having the "Windows" brand shoved in my face with Windows Media Player, Windows Media Center, Windows Internet Explorer (formerly) etc. or the "Microsoft" brand shoved in my face with Microsoft Office, Microsoft Internet Explorer (formerly)... the OS is made by Microsoft, I expect to see mentions to Microsoft's properties and trademarks.
It would be like that if you were running these apps on an Xbox. But when you are running a PC, it doesn't make sense to brand them with Xbox branding unless they are services specifically related to the Xbox (e.g., Xbox Live account management or something). Otherwise it sounds like a weak attempt at cross-branding.
