[UPDATE] Microsoft has removed mention of the fake Destiny fragrance from its website, replacing it with the text you see below.
The original story is below.
That headline goes from good to great when you imagine it being said in the seductive hush of a Calvin Klein advert.
Not genuine, of course, in the sense that Microsoft hasn't started manufacturing eau de toilette (though, trust me, if you ever go to Gamescom when it's open to the public, you'll wish they did).
So, er, why exactly is Microsoft advertising Destiny, the New Fragrance by Xbox?
Well, in the UK Microsoft is not allowed to advertise the game for Xbox One, due to an agreement between Activision and Sony.
On the Fragrance advert's website you'll notice a message explaining:
"Okay, so here's the lowdown. Destiny is actually an epic new first-person shooter, available on Xbox. Thing is, we didn’t have permission to run adverts for the game. So we didn’t."
Such a restriction caused a stink (sorry. Not sorry) within Microsoft's marketing department, and quite clearly has brought out the best in them. Well done all.