To answer your question directly, it is the responsibility of parent company or in this case Sony to increase the install base. The way they do that is to entice 3rd parties with deals. So no the 3rd part companies shouldn't just throw money at the PS3 unless they are getting a good deal from Sony for their support and the same is true of ANY console trying to increase install base.
A console like the PS2 had carry over and was quickly backed up by strong sales so Sony had no need to provide a lot of incentive. I think they were caught of guard a bit with the PS3 as they expected carry over and big sales and weren't planning on needing to provide incentives for 3rd parties since they felt they wouldn't need them. The delay they had in getting those incentives out and garnering 3rd part support has cost them dearly as MS was ready to snatch up that support in addition to their year head start.
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| To Each Man, Responsibility |
