Microsoft. Or more specifically, Microsoft's X-Box division.
Nintendo is a company with a pretty clear vision. They're going to be a company that develops games for the foreseeable future, and unless there is something absolutely catastrophic (like 3 Wii Us in a row), then they're going to be in the hardware business until if an when the market changes to make dedicated hardware irrelevant.
The XBox division on the other hand needs to justify its existence. Gaming is a drop in the bucket to Microsoft, and they're not devoted enough to stick with it through tough times. If it wasn't for Steam having such a large presence on PC, they'd probably be much quicker to transition "XBox" into a service. If the next XBox console isn't a lot more successful, I imagine that'll be it for the brand in terms of hardware.
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