It in my opinion it likely cost them millions in sales. The billion+ dollars being used to fix the problem could have been used for many other things that would have helped the 360 and would have added to the sales it would have gotten if it had no hardware problems.
Take Japan for instance, that billion dollars could have funded 40 or more high quality exclusive JRPGs or Japanese centric games that likely could have helped the 360 dramatically in Japan. Or it could have gotten 20-40 high quality third party exclusive games from all regions and made the 360's lineup very formidable. Or it could have funded a $100 price drop across all SKUs and made the 360 much more attractive, especially coupled with no hardware problems.
I think the problem cost Microsoft from being guaranteed to finish this generation in at least second place.
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