The 360 in Japan has been outselling the PSP Go, at least! The 360 is being outsold by the PS3 because of its game library, not just because it's American hardware. I guarantee you it would be outselling the PS3 if a game like FF were exclusive to the console.
Anyway, the 360 at this point in time is holding about as well as the N64 did (longest lasting loser console), I don't know what more you can expect from it. If it continues to sell 2-4k a week throughout the year with only multiplat releases, that's fine.
As for Others... well, not much they can do besides price cut. All MS' biggest exclusives target the American market. They need something big for Europe, Forza isn't enough, especially with GT5 coming around the corner.