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TheBigFatJ said:

 And, as he pointed out when talking to the MS and Sony representatives, they are each more well represented at different stores than each other (MS = Best Buy, Sony = Walmart, Nintendo = TRU probably). 

Well if true that would explain why NPD undertracks the 360.  WalMart and TRU are major video game stores and if NPD doesn't track them but it does track Best Buy then guess which system would be overrepresented in their sample  (hint: it's not the PS3 or Wii).