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just because a console (the wii) wins the total number of units sold does not mean they 'win'. there are tons of factors, but the one that matters to the companies is the bottom line and the positioning they have put themselves in for future generations of gaming. i think we could all say that the newcomer (microsoft) has done extremely well this gen in only it 2nd console. Back to the bottom line... wii isn't selling the software that the 360 is, so who is 'winning' right now?