Of course competitors are trying to outdo each other. It's business. The people in the business probably view it as just that while fanboys take it on a more personal level.
With MS, I see them as the company that has overpriced OS and Office (often lacking quality) apps because they can control the S/D curve. They have also been in court a lot more for fair business violations. I don't want to see the gaming industry falling into the same fate, and that's why I always want to see them have a fierce competitor - whether it's Sony or Nintendo.
I've seen MS have a lot more focus than the other two of just trying to bring down the competitor. This generation, they didn't gauge Nintendo as a threat since they thought the Wii would do similarly to the Gamecube. Next generation, MS may focus on what Nintendo has been doing (and they have already started), and then Sony may catch them off guard again.
"Naturally the common people don't want war: Neither in Russia, nor in England, nor for that matter in Germany. That is understood. But, after all, IT IS THE LEADERS of the country who determine the policy and it is always a simple matter to drag the people along, whether it is a democracy, or a fascist dictatorship, or a parliament, or a communist dictatorship. Voice or no voice, the people can always be brought to the bidding of the leaders. That is easy. All you have to do is TELL THEM THEY ARE BEING ATTACKED, and denounce the peacemakers for lack of patriotism and exposing the country to danger. IT WORKS THE SAME IN ANY COUNTRY." --Hermann Goering, leading Nazi party member, at the Nuremberg War Crime Trials
Conservatives: Pushing for a small enough government to be a guest in your living room, or even better - your uterus.
