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I think you are discounting the importance of blue ray to Sony as a media company. Despite the PS3 not being as successful as Sony would have liked, it has all but ensured blue ray is the HD format for the next decade. Strategy wise, I think that is a little more important to Sony as a whole than the console wars, and blue ray was timing sensitive for hopes to win... Sure, Sony would like to win both wars, but Sony is more than just a video game console company, and at least by bundling the blue ray they won one war.