Remember, I'm trying to consider the profit picture for each player on the scene. Sony has a disadvantage in that they're losing money on the hardware, and if the numbers are as we've been led to believe Resistance and Motorstorm are not enough to make up the difference, even if each sale were 100% profit with no development, marketing, or production/distribution costs. Retailers ultimately have the best shot at a profit right now, but only if they can avoid overstocking consoles or titles -- one unsold PS3 temporarily eats the profit on 30-50 individual game sales, assuming a PS3 wholesale cost of at least $500 and profits per game sold of $10-$15. (Which if true only leaves $45-$50 income for the publishers at a wholesale level for each retail unit sold, exacerbating their situation.)