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The new engine (and other cross platform engines) are good for Sony because it allows the PS3 to basically ride on the coat tails of the Xbox 360 and PC until it gets a big enough userbase to stand on it's own.

For example without Unreal Engine 3 it's probably likely that many companies (especially smaller developers) using it wouldn't have developed a PS3 version of their games since the installed base likely wouldn't have supported the costs of building the game from the ground up on that system.