Video game consoles as media centers are a failed strategy. Microsoft vs. Sony. Xbox 360 vs. PS3. This is principally how the console wars have been defined by both the media and the players themselves. When the Xbox 360 came out, there was no question that it was in response to Sony's console offering. When the PS3 came out, it was the Xbox 360 in Sony's sights. And the rules of engagement have revolved around functionality, features, graphics capabilities and enhanced storage, with the vision of the gaming console as a multi-functional media center residing in living rooms the world over. This is one of the justifications given for the billions that these companies have sunk into these platforms, for which the payoff is at some undetermined point in the future, with the following sentiment: "You just don't get it; it will take 5-10 years for these investments to bear fruit, and they will spend what it takes to execute this vision. This is not a short-term play." But what happens when Nintendo and Apple take elements of your value proposition and go after them with laser focus? And do so in a way that makes money - and fast. And take mind-share - quickly. What once looked like a bipolar competitive landscape has gotten a lot more complicated very, very rapidly.