I see what you're saying Smashchu, but what would their next console be? What would be the advantage to really putting out a new console? If they go with the plan of the last 3 consoles, selling for a loss to gain market, they'll lose money while trying to compete with the Wii which at the moment is running full steam.
So make a maybe weaker then PS3 console, sell for a profit and try to compete with the Wii? Which is truly a hard thing to do, other consoles have tried to compete when other consoles were at the top of their games and died because of it take the Jaguar for example.
I do not believe the PS3 could last ten years as far as staying popular in the consumers eyes, but basically it has to, they've got to make something back, the engines are there, they're getting the multiplats and getting money off each game sold.
The biggest factor working against both MS and sony are third parties are losing a ton of money making games on their platforms, so they both need to figure something out to keep those third parties that are losing money on their systems...
MaxwellGT2000 - "Does the amount of times you beat it count towards how hardcore you are?"
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