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Nintendo is a gaming company, and they'll keep making games to the bitter end. Looking at the money they're making, they have no bitter end in sight.

Sony and Microsoft are not gaming companies, and their gaming divisions are responsible to people higher up in the company. If their consoles were to lose gigantic amounts of money, then it's possible that their main boards of old guys in money suits would decide to pull the plug on their gaming division.

This looks slightly more likely to happen to Sony than Microsoft, because the 360 is actually turning a profit. The Playstation brand is technically making money, but that's only because of the PS2 right now.

Of course even in the case of huge losses, both companies would be much more likely to scrap their current console, and try again with a different strategy. The whole "huge losses, and guys in charge of all divisions deciding to leave the console market" is merely the most likely scenario in which any of the current players drop out, and doesn't look likely at the moment.