Because the 360 and Wii have higher install bases and higher attachment ratios they sell significantly more games than the PS3 (in America), so if you're going to have a sale wouldn't you much rather use it to draw in your biggest audiences?
Of course things like this tend to follow in a rather nasty cycle, your item sells fewer units than expected, because of this retailers stock fewer of your items, because they stock less of your items they market you less, because you're marketed less people tend to buy less of your product, so your item sells fewer units than expected and this process has a nasty habit of repeating.
This gets especially nasty during recessions since retailers are much less likely to order an overabundance of your latest title to guarantee they meet demand and the customer doesn't go looking elsewhere because profitability becomes more important than customer satisfaction and retention. So a Gamestop might only order the 50 copies of Grand Turismo they know they can sell rather than 80 copies because they don't want to take a loss on the extra inventory. Typically this hits the guy in last place the worst since retailers weren't making a huge profit on his items in the first place.
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