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let us take it like that:
They loose $36 dollars for every PS3 sold.
They make $12 dollars for every game sold (this is just my supposition, I mean if a game sells at $60, sony should make at least %20 percent of that money).
Meaning if a PS3 owner has exactly 3 games (and there are people who have way more), they are not loosing any money and for every new game that PS owner buy, they are making $12.