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The big three are corporations and the goal of corporations is to deliver a profit to their shareholders. Not to win some abstract concept called a "console war" that serves as an amusing bread and circus. There really is no real way to win a console war. It's all in the mind of fanboys. If Wii finishes 1st in LTD sales, did they win? What if Wii started to fizzle out but still ended up 1st in LTD. Are they still a winner then? It's all just a concept in our heads. Right now Nintendo is profitting the most from video games so Nintendo has performed the most successfully thus far. Sony and Microsoft are still trying to recover their losses from all the investments they have been making. The big question is whether Sony and Microsoft's loss leader strategies are going to pay off financially for them in the future. After all making money is the reason why they got into the game industry right?