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Why should they have loyalty to Sony as said previously the last gen worked out well for both parties as Sony had the dominant marketshare, this gen Sony is sitting at 1/5th of overall marketshare. If you were running a software development company and were third party what incentives are there to be exclusive to the PS3? It costs the most to develop for, we hear time and time again it's hard to develop for, and the potential for returns is the lowest of all competiting consoles.