Microsoft will be dropping the "PlaysForSure" logo, currently awarded to digital media devices tested for compatability with Windows platform PCs, in favor of a new one which brands products as "Certified For Windows Vista". According to the Microsoft's PlaysForSure information site, the testing requirements for devices are not expected to change as a result of the new branding.

The PlaysForSure device requirements began in 2004 as a Microsoft program to help consumers identify digital media devices that work with their favorite online stores and with Windows Media Player. The PlaysForSure device requirements are now part of the Windows Logo Program and receive all the marketing benefits of the wide Windows Logo Program efforts.

The move towards official device certification under a specific operating system (as opposed to the general Windows Media multimedia framework) could be a sign of Microsoft wanting to make Windows Vista more attractive/necessary as an upgrade path for WinXP stalwarts. Nevertheless it has already raised some eyebrows, according to feedback from developers and analysts alike:

On Microsoft's Channel 9 developers' forum this afternoon, one member called the development, "the most nonsensical thing I've ever seen coming out of Microsoft."

"How on earth do I as a consumer with an older device understand how this new branding maps to what I own? Who at Microsoft looked at this and thought this was a good idea and was something that would help partners sell more devices?" queried JupiterResearch analyst Michael Gartenberg. "As opposed to this message which has been clear and consistent from day one. Gotta believe the folks in Cupertino are having a good chuckle over this one."