i think any american company will look at MS and see how much work and cost its taken them to get as far as they have (fighting for second place/profit) and see theres no point, nobody else has such an amount of money to risk.
EA would be the most likely, but then why would they bother, they already publish on every format known to man, adding another into the equation wouldnt make much difference. Didn't they already try anyway with the 3DO?
A Japaneses manufacturer could have a go, but even then where would the pitch their machine, it would be useless going after a casual market and useless going for a hardcore market, again due to costs, but due to the fact the PS3 is already gaining ground.
To compete with Sony and MS you would need to be able to make hardware at a loss and very few companies can do that, even sony had to take out a loan.
The market doesn't need another machine in my opinion. 3 is more than enough, especially when 2 of them are doing the same thing.
If there were another machine on the market, it would need to be completely different, appealing to a new market...which would be....hmmmm...virtual sex-box maybe :)
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