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I really don't think the majority of Sony fans, being "old" gamers from previous generations, consider FF to be a "Sony franchise", when they (we) know very well and played quite a lot of FF back in the NES/SNES days. If anything new gamers from this generation may grow up to think games like Grand Theft Auto and COD are somewhat part of Microsoft or something. I really couldn't tell. I just know one fact : since 1997, the PlayStation brand is most associated with Final Fantasy for obvious reasons, most games, and most Final Fantasy sales.