If Branson's Virgin Media service launches a server-based gaming service for its V+ HD box at E3 - or, indeed, a new box altogether - time will stand still for old gaming media. Branson won't just be tapping into the market that almost saved Zavvi - he'll be pioneering the online media that killed it.
It's all speculation at this point, of course, but we're not talking about a promising start-up with untested tech here. Just like Microsoft and Sony themselves, Virgin rarely puts its mouth anywhere its money doesn't follow.
The announcement of a Virgin box that offers glitch-free Cloud gaming from the world's top developers - as well as TV, movies and web browsing - would instantly render disc-based consoles endangered.
If Branson pulls it off by stealth - perhaps with an OnLive-esque micro-console that plugs into existing Virgin boxes - that menace would be multiplied tenfold.
If it happens, you can bet Sky and Apple TV won't be far behind - and the entire landscape of what we know as a 'games console' will shift overnight.
The pandemonium at E3 will be a sight to savour - especially if you manage to catch its reflection in Branson's ruthless grin.