Microsoft’s many online and retail store brands are confusing to consumers. And it looks like they’re finally going to take the obvious step of fixing that, at least in Windows 10.

Of course, this is Microsoft, so this could just be yet another round of A/B testing.

Anyway, as many tech blogs have reported already, Microsoft has unveiled a new name and icon for the Windows Store in the Release Preview ring of the Windows Insider program. Now, the app is called Microsoft Store—the same name as its retail and online merchandise stores—and it sports a colorful new icon that resembles a 2D shopping bag. (The previous version was a goofy angled shopping bag that was stylistically dissimilar to other Windows 10 icons.)

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