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A winner anticipates trouble on the horizon. MS knew the 360 needed to be out before the PS3 in order to gain marketshare. They aimed at the hardcore market - and gain some casuals too. Basically, take out Sony. And based on the fact of the 360 getting tons of exclusives, several timed exclusives, extra content to give 360 gamers the *complete* experience vs. the PS3 and its stable of exclusives (MGS4, Uncharted, LBP, Kill Zone 2, Haze, Lair, Heavenly Sword), I have to say:

Advantage: MS

No, the gen is far from over and the 360 could reverse course and head south fast. However, MS is still selling at a great rate in the face of an economic downturn, a huge FPS game (Kill Zone 2) and still holding its own.

Sure, the PS3 will get sales when it lowers the price, but will it be enough to catch the 360 any time soon? Look at the last cut - it boosted sales some, but were they sustained? The people that wanted them got them at that price. In order to get more sales, Sony has to cut the PS3 even more.

Sony can still get second place, but it will be very, very hard work against the Wii and the 360. Brand alone isn't going to win them anything but honorable mention, if that.