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I don't see Sony ever going 3rd party. They use the Playstation platform to push their other technologies like Blu Ray. Given that Sony also owns movie studios and the like, I can see them getting more and more into using the Playstation as a distribution platform for all kinds of media that they produce, market, and sell for profit.

Maybe they don't make a bundle up front on the hardware but they profit greatly when you consider the big picture.