M$ wants to win at all costs
Of course this isn't news, but look at a recent quote from Steve Ballmer:
"I am betting we can take Sony in the next generation. I think the work that Bill and I have been doing, really together, is to make sure we are investing in new areas. Look at what we have done with Xbox! We may still be losing money, but we have gone from nowhere to a significant player with a whole different approach. We've generated something brand new."
He's saying "I don't care if we lose money on Xbox, as long as we dominate the market!"
Sure Xbox is a signficant player, and we will likely wonder what ever happened to Nintendo in a couple years, but the way M$ works, we'll wonder what the heck we're doing with an Xbox in a couple years as well. We'll wonder not only what happened to the Gamecube, but also the Playstation and every other console out there.
Because once M$ sets their sights on a market they take no prisoners and crush the competition. That's what they did with the Desktop OS, it's what they did with the internet browser (anyone remember Netscape?), it's what they are doing with web portals (AOL is fighting for their lives), and it's what they are going to do with search engines (I really hope Google can hold on).
So when they say they will dominate the console market, it's not a matter of if, it's a matter of when.
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