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I don´t 100% agree with the brand loyalty statment, everything else is ok in my book but brand loyalty does exist... but almost only for Nintendo... why ??? Because the Nintendo experiance is not the console, its the games... thats why Nintendo could turn a profit even with the GC beeing last. The Playstation brand and the XBox brand are much more dependant on 3rd parties... which is why the 360 is doing relatively good and the PS3 is doing relatively bad... most of the big 3rd parties Sony had in the PS2 age are now multiplat, Nintendo doesn´t need them to have a stron lineup... so if you have strong 1st and 2nd party games then yes you can count on some brand loyalty...