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This is due to a rising PS3 Brand popularity due to the following reasons (in no particular order):

-Rising Blu-ray popularity
-Existing and upcoming Retail exclusives
-Existing and upcoming PSN exclusives
-E3 Momentum
-Rising PS+ popularity, due to & along w/ current & upcoming deals
-GameStop's 160GB Summer Bundle (includes lots of free stuff)

And I'm sure there are other contributing factors that aren't right off the top of my head, as well. Consumer confidence has obviously been growing year over year for the Playstation brand, and it shows no sign of slowing down.