I'm not going to make a big quote pyramid, but jlauro is making perfect sense. Expanding the market has nothing to do with marketshare.
Unless you(Kantor and Esa) guys are arguing that the PS2 owners went to Wii(or at least account for a very high percentage of sales) and Xbox/GC owners went to 360/PS3("...") and only the additional sales are from new customers(expansion of the market).







