I assume they could slow down with the exclusve ads if they got far enough ahead, but I dont think it would be wise to stop. MS would just have more exclusive ads available to them.
Getting an XBOX One for me is like being in a bad relationship but staying together because we have kids. XBone we have 20000+ achievement points, 2+ years of XBL Gold and 20000+ MS points. I think its best we stay together if only for the MS points.
Nintendo Treehouse is what happens when a publisher is confident and proud of its games and doesn't need to show CGI lies for five minutes.
-Jim Sterling







