With that said, I think that PS3 will sell well once competitively priced. The company has an insurmountable advantage in Japan, and an overall brand loyalty in Europe. Should they price at parity with Xbox 360 ($299), I think that PS3 sales would exceed 360 sales, and eventually, they could catch up. At present, it doesn't look like that is happening any time soon, so Sony should be prepared to remain in third place until well after they cut price.