it still benefits the console because the longer you support the console (with highly polished content such as exclusives), your console keeps that distinguishable difference, you know, core competency.
why should i own a 360 when PS3 is going to have a new exciting game come out? because multiplats are already out on both consoles!
you probably need to ask that of the people who make the 360 the best selling console each month.
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