Both MS and PS3 care about 2nd place, but they both care more about ending this gen (meant not as when next gen launches, but when current one ceases production) with overall profit, neither of them will sacrifice profit for 2nd place, both will do their best to sell as many HW and SW units as possible while remaining overall profitable (selling at an overall loss would be quite easy, but not very clever). Both will be willing to sacrifice a small part of profits, though, to make their brand stronger when next gen launches. And then there is MS spending for Kinect marketing more than what the device will ever earn, to deny all these common sense reasonings (except that MS cares for ranking high, that instead is proven true even more incontrovertibly).
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