What's sad is that this would be considered a challenge here ...
Microsoft - Great big games, diverse services and good alternative to snoopy Google.
Nintendo - Fantastic, family friendly games and innovative gaming interfaces. Protector of the old ways.
Sony - Great technology, diverse portfolio of first party releases and stubbornly resilient.
There. I said something good about the big 3 and it wasn't remotely hard. Because I'm not a fanboy.