I had to check this announcement wasn't some sort of parody. What has Microsoft done with the gadget company it acquired for its coolness?

In a perfect expression of Microsoft's corporate culture, the once-hip Danger has become... Premium Mobile Experiences, a team in Microsoft's Mobile Communications Business.

Microsoft's trying to be cool though: it's abbreviated the team to PMX, and not PME. And even better, this group has a slogan. The goal of PMX is to have people "smile every time they look at their phone," according to an Engadget story.

It reminds me of the brilliant video parody of Microsoft's take on the iPod from a few years ago.