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The next Xbox is going to benefit from better brand recognition, though mostly in the US.  However, one of the biggest threats MS faces next gen is a much stronger launch from Sony.  Sony is not going to make the same mistakes they did with the PS3.  I think Sony is going to make sure that the PS4 is not only powerful, but also cheap enough to produce to price cheaper than the PS3's $599.  This will partly be helped by using the tech found in the PS3, but in their enhanced form.  A stronger launch by Sony should help them pull ahead of MS for the rest of the gen.  With more HW sold, it will lead to more SW sold.