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@TheBigFatJ

All I know is that the 360 is delivering to its 20m+ audience very very well and giving us the games we want (and this holiday, we will get too much even). If I am not thinking of getting another console or upgrading my PC, then it has served me in terms of my gaming habits, and Im sure a majority of 360 owners.

Lets not forget, if you want to argue whos in the best position, that the PS3 has had a price cut of $200 and the 360 had only a $50 price cut, so who has more financial leeway? And in terms of monetary reserves, you cant even compare Sony and Microsoft in the same league. Furthermore, how could you forget that Sony was as dominant as MS was with Windows only a few years ago?

Actually, your article is showing how far MS has come with their only gaming console. The 360 was supposed to 'Dreamcast away' and 'lulz completely die when PS3 is here and only last 2-3 more years'. Nows its compared to a complete monopoly only 3 years back. And I firmly believe we are not even halfway in its life yet and next-gen is only now starting to kick in.

If you want to argue about E3 presentations and innovation, if you think MS is bad, then what do you tihnk about Sony? The only presentation with last gen console? Their finale of innovation is putting 256 players in a match? God of War 3? Killzone 2? Motorstorm 2? New PSP games? And lets not forget, the two biggest franchises born this generation on non-handheld consoles are Wii Sports and Gears of War. Wheres the Sony one? We will see if LBP, the one everyone is touting, comes even close to that.

And Nintendos? Well... you just have to log on anywhere to know the disappointment of the games line-up for the rest of the year. Yes it will still sell truckloads because its opening up a whole market of video game perception. Also, gamers were shouting for Mario no. 400 and Zelda no. 500, and this is fine, but if 360 fans want Halo 4 and Gears 3, this is 'lulz all shooters no innovation'.

Now the Avatars are just a natural evolution of the Gamercard service and is only one part of it. The Live party and HDD optional full install features are much more exciting to the 360 audience. And if MS have to go down this route to make the Xbox a more family friendly console so that they can build profits, its fine. You know why? Because we know that it will be spent on the core thing that the 360 has always been delivering spades in - the games.