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If on 2nd or 3rd place, that only means the console, while it captured part of their intended audience, it failed to grab as many as they could. It also means they have less marketshare and the developers will think twice before doing exclusive deals for the hardware companies in that position. It's not the end of the world. While the most passionate fans of the #1 company can voice their victory, it really isn't significant. The hardware companies now just have to rethink their strategy and come up with a plan to get more fans next time. That's it.