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Why would they get out of the xbox brand now?

They've just become profitable, and they've succedded in getting millions of people to pay money for their gold accounts.

All they need to do next gen is take a leaf out of Nintendos book and sell the console for a profit from day 1. This may mean advancing the hardware technology more slowly but I think thats a neccesary step next gen. As the cost of the industry to create hardware and software was simply too high in many segments of the market this gen.

I think the console company that will increase its hardware capabilities next gen might just be Nintendo, I wouldn't be surprised if Sony and Microsoft are far more cautious in comparison.