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" ... Meanwhile, Sony and Microsoft also benefit from the heat. The angrier a fan is about perceived slights to their favored brand, the more likely they are to pony up the cash for a new console as a pre-order. That translates into front-loaded sales figures at the start of the sales campaign, which provides momentum for marketeers to use in their media planning and buying in the run-up to Christmas/Festivus/Holiday/Winterval. So, wonderfully, traducing Microsoft across the Internet helps Sony, and vice versa. ... "