In the boardrooms of Japan, South Korea and Taiwan, there has long been a recognition, according to one Sony insider, that in the consumer marketplace war is good. Indeed, this year, with consumers being asked to take sides in a disproportionately large number of showdowns, war is vital. In video games, Nintendo's Wii takes on Sony's PlayStation 3 and Microsoft's Xbox 360. One emerging theory for the success of Nintendo's Wii games console over Sony's PlayStation 3 is that it has nothing to do with the relative merits of the rival machines or the gaming experience that they provide. It may simply be that the $250 price tag on the Wii gives it an edge against the $500 PS3.