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I've seen game ads that specifically say "Xbox 360 and PS3" on the 360. The Simpsons Game had uncanny images of the Wii, 360, and PS3, too. And on the PS3, you can download episodes of Gametrailers that preview 360 games.

In the past, I noticed that competing console's logos would be "blacked out". Now, I guess it's no big deal.