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Well in my opinion it's several things, first and foremost Sony is a Japanese company and Microsoft is American. Japanese people tend to buy Japanese product. Then there is the quality issue. They probably are not buying the 360 for the same reason I have not boughten a 360 yet (although I am getting one by the end of the month) and that is the failure rate. With me personally I just couldnt see spending my hard earned cash on a system that had a 33% chance or 1/3 of breaking on me, warranty or no warranty (it shouldnt need it)