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I dont understand why Sony dosent charge for PSN membership. Microsoft gets away with charging £40 a year and is still hugely successful, so why dosent Sony begin to charge? If i was in charge of Sony i would undercut Microsoft and charge £30 a year, and this would have only positive effects;

1.) They would get higher revenue from it and it would cost them nearly nothing to administer.

2.) PS3 sales would likely increase because  it would be in direct competition with Microsoft and consumers would likely choose the PS3 as they want the best deal.

It seems like a no-brainer to me, so why dont they do it? Is there a reason why they dont do it that i dont know? Are they making a stupid mistake?