Hey, for the most part, they've been able to fool the gaming masses with that image perception. Only in the Western gaming industry can a two-time 3rd place finisher be considered in the "lead" for a generation. Microsoft isn't able to pull that kind of thing off in any other industry it's involved in, even in the PC & business sector markets, where they actually ARE in the market leader position.
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Yeah, the gaming industry is full of gullible idiots.
3rd for last gen, but I'm pretty sure they were 2nd during the ps2/xbox/gc gen.
But ya, the US is considered the entire world in the Western gaming industry so its not that surprising, just annoying.