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Machiavellian said:

Its not what Apple, google or Amazon have today, its what their future endevors will be in the future.  No corporation waits to see what their rivals will do but instead plan years ahead on how they will impact the market.  MS knows their rivals will have entries into the market.  Right now, Amazon and Goole have what I call entry level products, priced very low and only seen as very budget devices.  MS and Sony have the high end which are consoles that do the same thing but have a more richer development and higher end software.  Sony also have their low end budget device as you mentioned and I am going to assume that MS will also deliver such a device as well or concentrate more to add that functionality within a phone (which is probably the best way to go if you ask me).

I'm jumping in at the tail end here, so please excuse any misunderstanding I may have, but are you submitting that the XBone and PS4 are meant to battle disruptive Apple/Google/Amazon devices by catering to the upper end of the upmarket?