Even in your scenario, the least expensive system still wins. What constitutes utility varies from person to person, but the overall experience tends to be the largest source of utility for most. In other words, the more fun is had, the more utility is gained. To that end, superior gameplay and immersive controls would result in more utility than more content or better visuals. So, let's come up with some arbitrary numbers weighted according to an "average" consumer's interests...
PS3 Overall Utility = 500 (200 graphics, 100 gameplay, 100 controls, 100 content)
360 Overall Utility = 450 (150 graphics, 100 gameplay, 100 controls, 200 content)
Wii Overall Utility = 600 (100 graphics, 200 gameplay, 200 controls, 100 content)
PS3 price = $500 Utility = 1 per $1
360 price = $300 Utility = 1.5 per $1
Wii price = $250 Utility = 2.4 per $1
Of course, the breakdown would be different for a self-proclaimed "hardcore" gamer, but they don't make up the market majority by any stretch of the imagination.