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The reason is really quite simple and two-fold...

Consoles are starting to get all the traditional "PC Only" games like RTSes and stunning graphical games like CoD4 / Assasins Creed / Drake Unchartered, etc.

Consoles are way cheaper to buy then a PC that support DX10.

Why pay $1,000 - $3,000 for a PC when $400 gets you a NextGen console and you can sit on a lazy boy in you living room instead of the hard chair in your computer room.