Well, if they continue to 'fight' like this, on relatively even ground, neither of them would drop out. Sony wouldn't do it because, even though PS3 has already lost them all the profit they made from both previous Playstations, it will look like MS succeeded and beat them. MS won't quit because they have infinite cash and don't necessarily care about profitability in their Game division--they want to stick it to Sony. Even if Sony sold 50 million and MS sold 40 million, they've still put them in their place.
The only major companies to ever fight hard and get knocked out (Atari and Sega) did so because of their own follies.
Atari: didn't regulate what came onto their systems, so basically everything was crap or a clone of a good game.
Sega: Released a new console nearly every year, making consumers lose trust in them. Although, in this case, PS2 hype delivered the finishing blow. Dreamcast sold about 10 million in the first 12 months, so it was very popular.
Even still, both of these companies are still making games (though not of their previous high quality)
So, to compare to Sega, MS would be forced out of the industry if they decided to release the nextbox next year. Sony would quit if they were still many billions in the red by the end of gen AND they felt that the Playstation brand couldn't be redeemed.
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