Well I\'d have to say that were also (at least as far as the PS3 is concerned) in the first year of the "next" gen, this is where company\'s try to flex with all that new headroom. So they spend big dollars to push theyre own capability\'s much further. Once the tech flattens out some the dev cost\'s go down, and the who\'s got the prettier graphic\'ed penis syndrom drops, the content will follow, but for a new piece of hardware, pushing the limits is a major factor.
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