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Don't be so sure that they are making $100 - $150 per console as well. They have one of the major disadvantages that has affected Sony so hard. It has also hurt the Japanese car makers. The Value of the Yen has gained significantly on the US Dollar because of our high inflation since last year. $250 today converts to about 23,000 Yen. 3 years ago when the Wii came out $250 was converting to about 30,000 Yen. Which means that Nintendo is technically selling that same $250 console here in the US with a 22% price cut from its original price which means for them it would be like them selling them at $195 at launch.