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"Ten years ago, to think we would be the leader in our second generation is an achievement." Leader? Did they take first in UK, already, or is Wii still number one? Also, funny how he's speaking of only UK. However, if one looks at the larger picture (EU) then the 360 is dead last.

As for the majority not knowing, maybe normal UK consumers won't know about it, at least not right away. However, all the GAMERS are going to know about it and it will only spread from there.