The Xbox one has had countless price cuts and other promotions, they clearly want to take back the US. But Sony isn't doing enough.. last fall they had no good AAA games and no price cut.. this year they once again have no big exclusive games and if they do not have a price cut I think Xbox will take the lead.. It is clear that with HALO, Forza , Tomb Raider and possibly a price cut Xbox really wants to regain America.  Doesn't Sony realize how important US market is?

It will be when its necessary. $299 PS4 is coming this year. None knows holiday PS4 deals yet. Plus they are winning without fighting. And right now Sony needs some good cash.

Because they are pacifists

The way the PS4 is selling, they don't have to.

Because they still win at the end of the day. And they need all the extra $$$

Tell that to poor Sega. :(

They don't have to be aggressive.

Sony has already stated that for at least the immediate future they're more worried about profitability than dropping price. They're also still winning NPD 9-10 out of 12 months, and utterly dominating globally. There's really no need to drop the price when you're holding all the cards, especially when you can reserve a price cut for a holiday push (if need be).

Because Sony can't afford to lose money the way Microsoft can. They've been in the red what, 6 of their last 7 years?

A) Microsoft always has price cuts and promotions, they can afford to do so, and this time, they had little choice but to be aggressive or else they would have been swept away.

B) Sony is being more aggressive than they were with the PS3. Security the marketing rights to Destiny and CoD makes that clear.

C) Games are released when they are ready. If they aren't ready to release then they won't be released. It's that simple. Saying they're not being aggressive because they don't have blockbuster exclusives for this holiday makes no sense, as we know full well they DO have major titles in development.

Next year, when Sony has more exclusives than Microsoft, are you going to ask the same questions? We get this every year, every generation, as though high quality games can be pumped out at a moment's notice.