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We can divide the winners of E3 into 3 categories...

First, who won the gaming media....(not so important)
Second, who won the mass media....(more so important)
Third, Who sold the most of the products that were shown (the only one that matters)

For the first, Sony i think has the advantage, unless Zelda is shown in HD
For the second Microsoft will def. be it with natal!!
For the third, Nintendo will still dominate, and we will see if natal proves to be a good seller...