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Imagine This: A Medium Divided

One Hit Pixel: "I want you to imagine something for a moment. Picture a film industry where each film company had their own brand of DVD player, that would only play discs produced under their own publishing label. To be able to watch, say, Scott Pilgrim vs. The World or The Dark Knight Rises at home, you would have to purchase separate Universal and Warner Bros. brand players.

This, of course, sounds abjectly ridiculous. Yet it’s more or less how the games console industry operates. To the consumer it’s an annoyance – to experience more of the medium, you’re expected to pay a lot of money in extra hardware. However, Nintendo, Microsoft and Sony absolutely crave brand loyalty; it’s what brings in the largest revenue. To ensure that customers pick their hardware over competitors, these guys will try all sorts of tactics."

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