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I haven't looked into this too much, but I don't agree with the people who are suggesting that the research firm is skewing the rankings for their own benefit. Why would they put Microsoft in 87th place if that were the case. Also, this seems to be much bigger than just Nintendo vs Sony vs Microsoft. The world is bigger than gaming, and when the top ranking on the list is 87th place for gaming, then you can see that this research firm probably made no conscious effort to put Xbox ahead of Nintendo/Sony.

I'd like to know the precise ranking metric, as there are not many metrics where Xbox would outrank Nintendo / Sony, but clearly one exists.