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It's just business.  When you feel you've cornered a market, then you try to EXPAND that market.  This is why Wii will see more "hardcore" games this year as opposed to the last two years, and why Microsoft will plan more "casual" fare.  PS3 can't get in on the "expanding" action yet becoz as of this generation, they haven't been able to claim any major demographic, so they'll stick to their guns until they can offer MS some competition.  The line will get very blurry between consoles in the near future...especially when Wii gets a HD version of it's hardware on the streets.