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I'm sure all three manufacturer have 2011 as their target. MS wanted a longer 360 lifespan for profitability and given prior history. MS would have assumed that Sony and Nintendo would have a successor ready 5 years after they launched their current hardware. Sony doesn't want MS to get the jump on them again so they would have been targeting 2011 as well. Nintendo has churned out new hardware every 5 years over the past three generations. So, 2011 would have been a likely target for them as well.