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For me, it was mostly games. Well, developers moreso than actual games. I knew that both the Wii and ps3 would have a lot of exclusive games, many of that I'd love, because of of Nintendo and Sony's many 1st and 2nd party development teams.

For the ps3 specifically it was Naughty Dog, Team ICO, and a few others.

And the fact that I own a PC made the 360's line up look substantially less enticing. Also, I find FPSes and WRPGs a bit boring, and those make up the 360's strongest IPs.