It depends on how different to what I expect from the company it is. If not too different, I would go for the brand that has provided the most of my entertainment thus far. But after realising this is not what I want I would change later or perhaps next gen. If Sony makes a "Wii" I'll wait a bit, see were it goes, and act accordingly (not purchasing in this case).
If I get an Sony "Xbox" instead I'll be happier, though I'll still realise the MS "PS3" has exclusives that appeal more to me, free online, etc, so I'll end up considering it for later in the gen or next gen.
So far I haven't had to face that question because I've been happy with Sony (sometimes Nintendo as an extra) for three gens. Wii and 360 have some games that appeal to me (Zelda, Mario Galaxy, Alan Wake, Mass Effect) but not nearly enough to warrant a purchase.
No troll is too much for me to handle. I rehabilitate trolls, I train people. I am the Troll Whisperer.
