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Another way to put it would be...

They know they have lost to Nintendo this generation. If they try to sell the 360 as the "family/casual" console they are going to fail worse. So they gotta stick to the image of the "console for the hardcore" and prove that ps3 its not the better choice for that kind of audience.

If everybody in the world has a Wii now (lets supose) because is more healthy, fun for the whole family etc... they want to make sure that the second console (the one for the adult/hardcore/traditional deep games) is the 360 and not the other japanese brand.

What do you think?