Robbie Bach, president of the Entertainment and Devices division at Microsoft, responding to a question asking when and if the Xbox 360 would adopt Blu-ray technology, said that there were “a lot of reasons” why the company has no plans to do so–chiefly, low consumer demand.

“It’s not a feature we get a ton of requests for,” Bach told TechFlash. “When you ask people the list of things they want to see us spending time creating in Xbox, Blu-ray is way, way down on the list.”

In addition to the lack of demand, Bach noted the technological problem that it would present to its current Xbox 360 owners.

“We can’t have publishers produce games on Blu-ray disc. Because then they won’t play on the 28 million Xboxes we’ve already shipped. So it doesn’t help us in the core gaming space,” Bach said.

Bach argued that the Xbox 360 already had superior high-definition content. “[Microsoft has] an even better way for you to get high-definition content straight to your TV, between the combination of what we’re doing with Netflix, what we’re doing with (video on demand), we have a great Xbox Live solution.”