I think all three companies will declare themselves 'winners' of some form. Clearly, Nintendo will be the only one to be highly profitable though and almost certainly the top selling console.
Sony will learn lessons from this generation and play much smarter next time around. They may not make any profit, but they won the format war, will most likely beat MS and will still be a major player.
MS will not quit, unless another major player steps in. If Apple of such were to throw it's hat into the ring, the chances of MS ever making financial gains off gaming become vertually nil. It'd just be too competitive unless they totally change their gameplan. Otherwise, MS will trumpet their gains this gen and aim to be a much more accesible to everyone system next gen.
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