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I would say Microsoft. I think you have to consider the previous generation and their goals.

XBox was to get their foot in the door, and the 360 established Microsoft as a force in the marketplace as big as Sony. Meanwhile, Sony lost a huge chunk of their marketshare. At the end of the generation, Microsoft was in a much better place than it had been, and Sony was in a worse one...

Of course, Microsoft blew their advantage while Sony regained most of what they'd lost, but that's another story for another topic.