I think, that CEO might be all like "Hey, I am the soul of this corporation" (too high levels of pride) and decided, that he should pick the name personally.
Also, "X-Box" originally used to mean "box of X-rated content".
Also, "XBox One" may be a faulty abridge of "XBox Number One" (the designer was too
stupd spiritual-aligned to learn of existance of "#" symbol)
Also, I would call it "XBox Mk III #1"
Back to Art's comment "If they see you're cheating": it's actually uncommon for someone to start cheating on IQ test. Accepting oneself to be stupid enough to cheat on IQ test may mean, that the candidate can rely on external data rather that own pride and thus, may be a good manager of some department.