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Americans are competitive gaming and respond to competitive marketing that allows them to go head to head. That and they have all the muliplat games. The dude bros who play Madden know to go to the Xbox for the fantasy football as well. Microsoft knows that you need to have the third party edge to win over people. Fifa fans will have a hard time deciding whether they want a PS4 as well with all the exclusive content on the Xbox One version opposed to the PS4.