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Well besides a 33% split not being possible since 33 x 3 = 99 and not 100%, I think its still possible. We had a near 50/50 split during the SNES/Megadrive days and both companies profited quite nicely.

 

Even in recent generations, Nintendo technically "lost" but it still made money and was profitable for the N64/Gamecube.  I don't see technically as one of those mutually exclusive things (for example, if PS3 is successful, then Xbox will crash and burn). There might be a market leader, and everyone will constant chase the leader, but as long as everyone is profitable and the masses are happy, i don't see the need to have rabid fanboys who rip on me for buying Console A instead of Console B