
Microsoft's bearing is that their machine is all about the software. "At its heart, (the 360 has) been built as the best video gaming machine that's going to be available in this generation. That is what it's all about for the gamer." So sayeth David McLean, one of Microsoft's Home and Entertainment Division bods. A bold and fair statement, if only it were the whole truth. It's contradicted somewhat by the announcement of the new 360 Elite, due later this year complete with 120GB HDD, HDMI hook-up and ugly black casing (a step back in design terms, perhaps).

Sony says the European cost of £425 is justified when consumers consider the long term capabilities of the machine they are buying. A 'fully blown entertainment device', a lifestyle device not confined solely to playing games. The BluRay capabilities and the ambitious plans for the online 'Home' community are just two examples of their widescreen view. Still, there is one Sony pricing issue worth talking about - the pricing up of the PS3 for the European market. That certainly can't be justified. For a CEO, Howard Stringer seems to have a bleak realist view: 'If we fail, it is because we positioned PS3 as the Mercedes of the video game field." Contrasted with Phil Harrison's optimism, again we see contradictions and shaky marketing plans revealed.
Alberto Penello on the 360 Elite: "And for a unit that's got twice the hard drive storage space as the PS3, comes with an HDMI cable, an Ethernet cable and a headset, it's still $120 cheaper than the $599.99 high-end PlayStation 3." Not for existing Xbox 360 customers, sadly. The Elite looks a timely marketing move and a shameless attempt to steal some of PS3's shine in the week of its Euro debut.
Fortunately, the competition on the software front is something heads can really get excited about. Awesome, era-defining games are on the horizon for both consoles, and the frenzy of anticipation can be marred only slightly by the two giants taking every opportunity to snipe the exclusives. The Shed says this: neither console has the edge, neither is better, it's all gravy. Consider that the predicted shelf life for this generation is 10 years, it's dumb to pledge loyalty like shit isn't gonna change. Until consoles can wax your genitals and print bank-notes, hardware and spec talk will remain a mind-numbing bore. Can't everybody just get along and enjoy the games? It's a bit sad that all the consoles, peripherals and HDTVs will cost game lovers a couple of grand to enjoy the best of the best.
^ Nintendo: Slick and unique console design.
Perhaps Nintendo should be held up as an example called 'How to enjoy the fanfare without blowing your own brass'. They have quietly and calmly done their own thing with the Wii and have made a massive impact, 1.2 million sold and counting. The approach is savvy and refreshing; from the much-loved Wiimote, to the classic games for download on Wii Shop Channel, to the unique little touches like WiiConnect24. Massively expanding the potential audience of worldwide gamers, the Wii is ironically more about 'lifestyle' gaming than its bully rivals can currently hope for. Surely there are seismic shifts to come, but right now Nintendo are standing small and acting clever.