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I don't think that Microsoft's shareholders will be too pleased about Microsoft spending more money, considering that Microsoft's already lost a good amount of money just by lowering the price to $350 along with giving away free games.

tiffac said:
The X1 only needs to win the US and UK to create balance in the gaming world because Sony seems to have everything in lockdown everywhere else. (Except China)

Once PS4 officially releases in China, it'll overtake Xbox One there as well. Chinese gamers seem to be more interested in the PS4 than with Xbox One.