Didn't we ALREADY go thru this in 2008...and 2007 to a certian extent? The law of business aren't going to change...M$ makes more money on the 360 than Sony does on the PS3...every move M$ makes, forces Sony to react in a negative way to their bottomline. 4-5 years into the console war, profitability is becoming more important than market share. Remember when people scoffed at the thought of the 360 selling 50 million LTD...