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I wouldn't go so far as to say that Sony are the victims of mishaps, its rather the result of bad strategies on their part that got them here (dead last).
They're not used to this, they're used to sitting on top of the world counting their money and waving at the ones below (everyone on the console market) so I don't think they know exactly what they have to do to get back in the game at this point.
Marketing is probably the biggest blimp to carry on their banner this gen, if they can get it right (and in the right amounts).