Phil Spencer just shot himself in the foot.
I don't know how much the rest of you know about Italian culture (I'm an expert), but respect for traditional food is a huge part of it. It's not like it is in America where you can add random ingredients to your hamburger. If you screw a traditional recipe in Italy, you bring shame to yourself, and the only way to get rid of that shame is repentance.
What this means is the italian public, after hearing about this, is not going to want to purchase a Microsoft console for years, nor will they purchase any of MS games on other platforms. This is HUGE. You can laugh all you want, but Microsoft has alienated an entire market with this move.
Phil, publicly apologize and cancel pineapple pizza orders of every MS employees, or you can kiss your business goodbye.