With its press conference already chock-full of bells and whistles (you'll soon be able to tweet and check Facebook from your Xbox!) Microsoft's new 360 digital-download service went unannounced — making it probably the most underrated launch of the entire E3 expo. Beginning in August, Xbox 360 owners will be able to download complete titles directly to their hard drive, including old, reformatted retail releases like Bioshock and Mass Effect. This represents a potential sea change in how games will be distributed in the future, and with all the buzz that other digitally distributed games like Warhawk and Burnout Paradise received, it is confusing as to why this was pushed out of the limelight to a lame mention at the post-briefing lunch.