Its not necessarily about sales right now but setting the console up for the future. There may not be a lot of people who will want to buy consoles and console games at the moment but that will come eventually as China's economy keeps growing and gaming becomes more popular. Similar to cars and iphones, people will want the best of any tech and if sony market it right and keep the price reasonable then you may see good sales. And the same is true for the other BRIC countries. We already know that the ps2 is the most popular console in India and there are indian game developers making WW games now and in Brazil we have both MS and Sony opening game factories.
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