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I think this is why:

1st: They learn what the market is like and get acclamted.

2nd: They apply everything they learned from their experience, and their competitors to make the product they know people want.

3rd: They did so much better from 1 -> 2, that they assume if they double down on older policies it will happen again.

*I honestly wouldn't be surprised if it was a cycle (Notice Gamecube -> Wii -> Wii U)

*They don't necessarily fail with the third one, but they sell far less than their second gen...