The Answer to Why don't they admit , they just screwed up

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akira2465

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#1 akira2465
Member since 2004 • 1194 Posts

So I was reading the news on the front page of Sony's response to Activision's "threats" and alot of people where talking about the price and asking why doesn't Sony just admit they screwed up?

If anyone here took a simple business that explored the corporate world, then you should know that the answer is , "Even if we admit we screwed up, we can't publicly state that, because we have to protect the idea that we know what we are doing"

I'll try to make this simple, Sony/MS/Nintendo are traded on the stock market, the stock goes down when something bad happens or when there is even a RUMOR that something bad happened, all of there companies want there stock price to go up because they make alot of greenbacks. If any companies came out and admitted that they screwed up big time , the board of directors (the people that control the company) would kick the CEOs to the curb.

Each company has screwed up this gen:

Sony because of price and difficulty to program for the PS3 (even though it was the same with the PS2) and making statements like " You should work harder so you can buy one"

MS for the RROD and pretending there was nothing wrong with the 360 and saying "It's just a defective batch of 360s, the 360 works perfect, go out and buy one"

Nintendo for leaving the hardcore in the dust, the type of gamers that made the company a success for 20 years and responding to questions about the hardcore audience with this answer "We have animal crossing, that's not Hardcore?"

None of the big three are exempt from making mistakes, let us just hoped they have learned from their mistakes

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Brownesque

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#2 Brownesque
Member since 2005 • 5660 Posts
Because the stock market is based on illusions and false perceptions? Yeah, I knew that.
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mD-

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#3 mD-
Member since 2005 • 4314 Posts

So I was reading the news on the front page of Sony's response to Activision's "threats" and alot of people where talking about the price and asking why doesn't Sony just admit they screwed up?

If anyone here took a simple business that explored the corporate world, then you should know that the answer is , "Even if we admit we screwed up, we can't publicly state that, because we have to protect the idea that we know what we are doing"

I'll try to make this simple, Sony/MS/Nintendo are traded on the stock market, the stock goes down when something bad happens or when there is even a RUMOR that something bad happened, all of there companies want there stock price to go up because they make alot of greenbacks. If any companies came out and admitted that they screwed up big time , the board of directors (the people that control the company) would kick the CEOs to the curb.

Each company has screwed up this gen:

Sony because of price and difficulty to program for the PS3 (even though it was the same with the PS2) and making statements like " You should work harder so you can buy one"

MS for the RROD and pretending there was nothing wrong with the 360 and saying "It's just a defective batch of 360s, the 360 works perfect, go out and buy one"

Nintendo for leaving the hardcore in the dust, the type of gamers that made the company a success for 20 years and responding to questions about the hardcore audience with this answer "We have animal crossing, that's not Hardcore?"

None of the big three are exempt from making mistakes, let us just hoped they have learned from their mistakes

akira2465
Listen up people, a lot of you are still clueless and don't understand how this works. You should listen to akira.
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Chris_Williams

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#4 Chris_Williams
Member since 2009 • 14882 Posts

[QUOTE="akira2465"]

So I was reading the news on the front page of Sony's response to Activision's "threats" and alot of people where talking about the price and asking why doesn't Sony just admit they screwed up?

If anyone here took a simple business that explored the corporate world, then you should know that the answer is , "Even if we admit we screwed up, we can't publicly state that, because we have to protect the idea that we know what we are doing"

I'll try to make this simple, Sony/MS/Nintendo are traded on the stock market, the stock goes down when something bad happens or when there is even a RUMOR that something bad happened, all of there companies want there stock price to go up because they make alot of greenbacks. If any companies came out and admitted that they screwed up big time , the board of directors (the people that control the company) would kick the CEOs to the curb.

Each company has screwed up this gen:

Sony because of price and difficulty to program for the PS3 (even though it was the same with the PS2) and making statements like " You should work harder so you can buy one"

MS for the RROD and pretending there was nothing wrong with the 360 and saying "It's just a defective batch of 360s, the 360 works perfect, go out and buy one"

Nintendo for leaving the hardcore in the dust, the type of gamers that made the company a success for 20 years and responding to questions about the hardcore audience with this answer "We have animal crossing, that's not Hardcore?"

None of the big three are exempt from making mistakes, let us just hoped they have learned from their mistakes

mD-

Listen up people, a lot of you are still clueless and don't understand how this works. You should listen to akira.

I understand how it works... you wanna know my secret..i just play my ps3, have lots of fun... I don't see why people care about this stuff..i don't i have stock in sony or nintendo or microsoft..so who cares?

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akira2465

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#5 akira2465
Member since 2004 • 1194 Posts

[QUOTE="mD-"][QUOTE="akira2465"]

So I was reading the news on the front page of Sony's response to Activision's "threats" and alot of people where talking about the price and asking why doesn't Sony just admit they screwed up?

If anyone here took a simple business that explored the corporate world, then you should know that the answer is , "Even if we admit we screwed up, we can't publicly state that, because we have to protect the idea that we know what we are doing"

I'll try to make this simple, Sony/MS/Nintendo are traded on the stock market, the stock goes down when something bad happens or when there is even a RUMOR that something bad happened, all of there companies want there stock price to go up because they make alot of greenbacks. If any companies came out and admitted that they screwed up big time , the board of directors (the people that control the company) would kick the CEOs to the curb.

Each company has screwed up this gen:

Sony because of price and difficulty to program for the PS3 (even though it was the same with the PS2) and making statements like " You should work harder so you can buy one"

MS for the RROD and pretending there was nothing wrong with the 360 and saying "It's just a defective batch of 360s, the 360 works perfect, go out and buy one"

Nintendo for leaving the hardcore in the dust, the type of gamers that made the company a success for 20 years and responding to questions about the hardcore audience with this answer "We have animal crossing, that's not Hardcore?"

None of the big three are exempt from making mistakes, let us just hoped they have learned from their mistakes

Chris_Williams

Listen up people, a lot of you are still clueless and don't understand how this works. You should listen to akira.

I understand how it works... you wanna know my secret..i just play my ps3, have lots of fun... I don't see why people care about this stuff..i don't i have stock in sony or nintendo or microsoft..so who cares?

I think most people on here know how it works, I'm just educating the non educated :P

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drufeous

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#6 drufeous
Member since 2004 • 2535 Posts

Is this system wars? I'm confused by the logic and well written post. What just happened? Good thread.

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surrealnumber5

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#7 surrealnumber5
Member since 2008 • 23044 Posts
your nintendo flaw is flawed, as it is based purely on your opinion, and microsoft manned up to their short comings when they gave out a free extended warranty. sony is the only one of the three that fumbled, smiled, and said we wanted to do that.
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SUD123456

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#8 SUD123456
Member since 2007 • 7062 Posts
Not true and overly simplistic. There are many examples of well run companies admitting mistakes and moving on. One of the best examples of this is Coca Cola limited. They stopped Coke when they introduced New Coke. The backlash was massive and shortly thereafter they admitted they were wrong, retreated from the New Coke strategy, and here we are several decades later and the old Coke is still going strong. Sony's problem is not that they can't admit error. There problem is they have no viable alternative choices. With no viable options, there is no point in admitting mistake. They would just highlight a problem and not have any solution...that would be bad.
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PBSnipes

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#9 PBSnipes
Member since 2007 • 14621 Posts

You're oversimplifying. Yes, generally it's bad PR for a company to admit fault, but there are times where it's better to simply admit you were wrong. Telling consumers they'll want to work longer hours so they can afford your product is one of them.

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dragonpuppy

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#10 dragonpuppy
Member since 2006 • 952 Posts

your nintendo flaw is flawed, as it is based purely on your opinion, and microsoft manned up to their short comings when they gave out a free extended warranty. sony is the only one of the three that fumbled, smiled, and said we wanted to do that.surrealnumber5

Manned up? Did they ever admit that RRoD was a problem? And extending the warrenty is not manning up. It more like trying to cover up the problem.

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mD-

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#11 mD-
Member since 2005 • 4314 Posts

You're oversimplifying. Yes, generally it's bad PR for a company to admit fault, but there are times where it's better to simply admit you were wrong. Telling consumers they'll want to work longer hours so they can afford your product is one of them.

PBSnipes

yeah, tell that to Nvidia :roll:

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surrealnumber5

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#12 surrealnumber5
Member since 2008 • 23044 Posts
[QUOTE="SUD123456"]Not true and overly simplistic. There are many examples of well run companies admitting mistakes and moving on. One of the best examples of this is Coca Cola limited. They stopped Coke when they introduced New Coke. The backlash was massive and shortly thereafter they admitted they were wrong, retreated from the New Coke strategy, and here we are several decades later and the old Coke is still going strong. Sony's problem is not that they can't admit error. There problem is they have no viable alternative choices. With no viable options, there is no point in admitting mistake. They would just highlight a problem and not have any solution...that would be bad.

so they are doing what ford did with the pento when it turned out a fender bender could explode the car
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surrealnumber5

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#13 surrealnumber5
Member since 2008 • 23044 Posts

[QUOTE="surrealnumber5"]your nintendo flaw is flawed, as it is based purely on your opinion, and microsoft manned up to their short comings when they gave out a free extended warranty. sony is the only one of the three that fumbled, smiled, and said we wanted to do that.dragonpuppy

Manned up? Did they ever admit that RRoD was a problem? And extending the warrenty is not manning up. It more like trying to cover up the problem.

if it fixes the problem at their expense, they dont have to acknowledge publicly as long as they fix the problem publicly
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raynimrod

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#14 raynimrod
Member since 2005 • 6862 Posts

[QUOTE="Chris_Williams"]

[QUOTE="mD-"] Listen up people, a lot of you are still clueless and don't understand how this works. You should listen to akira.akira2465

I understand how it works... you wanna know my secret..i just play my ps3, have lots of fun... I don't see why people care about this stuff..i don't i have stock in sony or nintendo or microsoft..so who cares?

I think most people on here know how it works, I'm just educating the non educated :P



Uneducated.

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Burning-Sludge

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#15 Burning-Sludge
Member since 2008 • 4068 Posts

Because the stock market is based on illusions and false perceptions? Yeah, I knew that.Brownesque

This, for sure.

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mD-

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#16 mD-
Member since 2005 • 4314 Posts

[QUOTE="akira2465"]

[QUOTE="Chris_Williams"] I understand how it works... you wanna know my secret..i just play my ps3, have lots of fun... I don't see why people care about this stuff..i don't i have stock in sony or nintendo or microsoft..so who cares?

raynimrod

I think most people on here know how it works, I'm just educating the non educated :P



Uneducated.

:(

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akira2465

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#17 akira2465
Member since 2004 • 1194 Posts

[QUOTE="akira2465"]

[QUOTE="Chris_Williams"] I understand how it works... you wanna know my secret..i just play my ps3, have lots of fun... I don't see why people care about this stuff..i don't i have stock in sony or nintendo or microsoft..so who cares?

raynimrod

I think most people on here know how it works, I'm just educating the non educated :P



Uneducated.

Lol Touche, now I feel like an a**, alright people thread is over, nothing to see here :P

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raynimrod

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#18 raynimrod
Member since 2005 • 6862 Posts

[QUOTE="raynimrod"]

[QUOTE="akira2465"]

I think most people on here know how it works, I'm just educating the non educated :P

akira2465



Uneducated.

Lol Touche, now I feel like an a**, alright people thread is over, nothing to see here :P



Hehe it's okay, we all get one :)

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NeoStar9

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#19 NeoStar9
Member since 2003 • 1761 Posts

So I was reading the news on the front page of Sony's response to Activision's "threats" and alot of people where talking about the price and asking why doesn't Sony just admit they screwed up?

If anyone here took a simple business that explored the corporate world, then you should know that the answer is , "Even if we admit we screwed up, we can't publicly state that, because we have to protect the idea that we know what we are doing"

I'll try to make this simple, Sony/MS/Nintendo are traded on the stock market, the stock goes down when something bad happens or when there is even a RUMOR that something bad happened, all of there companies want there stock price to go up because they make alot of greenbacks. If any companies came out and admitted that they screwed up big time , the board of directors (the people that control the company) would kick the CEOs to the curb.

Each company has screwed up this gen:

Sony because of price and difficulty to program for the PS3 (even though it was the same with the PS2) and making statements like " You should work harder so you can buy one"

MS for the RROD and pretending there was nothing wrong with the 360 and saying "It's just a defective batch of 360s, the 360 works perfect, go out and buy one"

Nintendo for leaving the hardcore in the dust, the type of gamers that made the company a success for 20 years and responding to questions about the hardcore audience with this answer "We have animal crossing, that's not Hardcore?"

None of the big three are exempt from making mistakes, let us just hoped they have learned from their mistakes

akira2465

Now the question is this. Knowing all this and knowing they can't admit they made mistakes are the three doing anything to correct the mistakes they've made? They can fix things even if they don't ever officially admit they made. From what it looks like Sony clearly isn't. Releasing the new PSP at $250. Not cutting the price of the PS3.

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Phazevariance

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#20 Phazevariance
Member since 2003 • 12356 Posts
your nintendo flaw is flawed, as it is based purely on your opinion, and microsoft manned up to their short comings when they gave out a free extended warranty. sony is the only one of the three that fumbled, smiled, and said we wanted to do that.surrealnumber5
All valid points too. Nintendo has hardcore games, not as many, but still, and MS replaces RROD'd machines.. has Sony given money back as a returned price cut? nope.
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patrickjw333

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#21 patrickjw333
Member since 2004 • 809 Posts
[QUOTE="akira2465"]

So I was reading the news on the front page of Sony's response to Activision's "threats" and alot of people where talking about the price and asking why doesn't Sony just admit they screwed up?

If anyone here took a simple business that explored the corporate world, then you should know that the answer is , "Even if we admit we screwed up, we can't publicly state that, because we have to protect the idea that we know what we are doing"

I'll try to make this simple, Sony/MS/Nintendo are traded on the stock market, the stock goes down when something bad happens or when there is even a RUMOR that something bad happened, all of there companies want there stock price to go up because they make alot of greenbacks. If any companies came out and admitted that they screwed up big time , the board of directors (the people that control the company) would kick the CEOs to the curb.

Each company has screwed up this gen:

Sony because of price and difficulty to program for the PS3 (even though it was the same with the PS2) and making statements like " You should work harder so you can buy one"

MS for the RROD and pretending there was nothing wrong with the 360 and saying "It's just a defective batch of 360s, the 360 works perfect, go out and buy one"

Nintendo for leaving the hardcore in the dust, the type of gamers that made the company a success for 20 years and responding to questions about the hardcore audience with this answer "We have animal crossing, that's not Hardcore?"

None of the big three are exempt from making mistakes, let us just hoped they have learned from their mistakes

mD-
Listen up people, a lot of you are still clueless and don't understand how this works. You should listen to akira.

what are you like his dumb echo or something
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mD-

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#22 mD-
Member since 2005 • 4314 Posts
[QUOTE="mD-"][QUOTE="akira2465"]

So I was reading the news on the front page of Sony's response to Activision's "threats" and alot of people where talking about the price and asking why doesn't Sony just admit they screwed up?

If anyone here took a simple business that explored the corporate world, then you should know that the answer is , "Even if we admit we screwed up, we can't publicly state that, because we have to protect the idea that we know what we are doing"

I'll try to make this simple, Sony/MS/Nintendo are traded on the stock market, the stock goes down when something bad happens or when there is even a RUMOR that something bad happened, all of there companies want there stock price to go up because they make alot of greenbacks. If any companies came out and admitted that they screwed up big time , the board of directors (the people that control the company) would kick the CEOs to the curb.

Each company has screwed up this gen:

Sony because of price and difficulty to program for the PS3 (even though it was the same with the PS2) and making statements like " You should work harder so you can buy one"

MS for the RROD and pretending there was nothing wrong with the 360 and saying "It's just a defective batch of 360s, the 360 works perfect, go out and buy one"

Nintendo for leaving the hardcore in the dust, the type of gamers that made the company a success for 20 years and responding to questions about the hardcore audience with this answer "We have animal crossing, that's not Hardcore?"

None of the big three are exempt from making mistakes, let us just hoped they have learned from their mistakes

patrickjw333
Listen up people, a lot of you are still clueless and don't understand how this works. You should listen to akira.

what are you like his dumb echo or something

I've learned that a lot of people lack common sense on these forums.
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Irick_cb

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#23 Irick_cb
Member since 2009 • 1691 Posts

what are you like his dumb echo or something patrickjw333

It is entirely impossible for people to share opinions and incredibly dumb for them to voice their approval.

< 3

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ieatnoobs18

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#24 ieatnoobs18
Member since 2009 • 1190 Posts
[QUOTE="akira2465"]

So I was reading the news on the front page of Sony's response to Activision's "threats" and alot of people where talking about the price and asking why doesn't Sony just admit they screwed up?

If anyone here took a simple business that explored the corporate world, then you should know that the answer is , "Even if we admit we screwed up, we can't publicly state that, because we have to protect the idea that we know what we are doing"

I'll try to make this simple, Sony/MS/Nintendo are traded on the stock market, the stock goes down when something bad happens or when there is even a RUMOR that something bad happened, all of there companies want there stock price to go up because they make alot of greenbacks. If any companies came out and admitted that they screwed up big time , the board of directors (the people that control the company) would kick the CEOs to the curb.

Each company has screwed up this gen:

Sony because of price and difficulty to program for the PS3 (even though it was the same with the PS2) and making statements like " You should work harder so you can buy one"

MS for the RROD and pretending there was nothing wrong with the 360 and saying "It's just a defective batch of 360s, the 360 works perfect, go out and buy one"

Nintendo for leaving the hardcore in the dust, the type of gamers that made the company a success for 20 years and responding to questions about the hardcore audience with this answer "We have animal crossing, that's not Hardcore?"

None of the big three are exempt from making mistakes, let us just hoped they have learned from their mistakes

Psst... guys...he has a really good point...listen to him...
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Jfisch93

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#25 Jfisch93
Member since 2008 • 3557 Posts

Is this system wars? I'm confused by the logic and well written post. What just happened? Good thread.

drufeous

Ya I feel like a deer in the headlights...

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LOXO7

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#26 LOXO7
Member since 2008 • 5595 Posts

Sony screwed up with their pricing? If they actually said, "Go work harder and buy one." Yeah thats making a mistake. Their price is fair.

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akira2465

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#27 akira2465
Member since 2004 • 1194 Posts

Sony screwed up with their pricing? If they actually said, "Go work harder and buy one." Yeah thats making a mistake. Their price is fair.

LOXO7

I agree the price was on par for what they were offering, but the fact of the matter is Sony chose to introduce two new techs (bluray & the cell) into their console which increased the price and they seriously believed that everyone would go out and buy. They also believed the majority of the PS2 userbase would convert to the PS3.

Had they maybe held off on the cell and just put bluray in to win the format war, they would have been in better shape. Although hopefully including both techs will pay off in the future.

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suntaice

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#28 suntaice
Member since 2006 • 786 Posts

Lol, technology advanced to quickly!

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DBhova23

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#29 DBhova23
Member since 2004 • 570 Posts
[QUOTE="SUD123456"]Not true and overly simplistic. There are many examples of well run companies admitting mistakes and moving on. One of the best examples of this is Coca Cola limited. They stopped Coke when they introduced New Coke. The backlash was massive and shortly thereafter they admitted they were wrong, retreated from the New Coke strategy, and here we are several decades later and the old Coke is still going strong. Sony's problem is not that they can't admit error. There problem is they have no viable alternative choices. With no viable options, there is no point in admitting mistake. They would just highlight a problem and not have any solution...that would be bad.

Even if they do admit what is sony gonna do.. go back to making the ps2 its main console? They selling their console at a loss which makes it underpriced to the consumer. Sony is making the majority of profits off software. Im sure sony know what it they're doing...Sometime within the next 5 years or so DVDs will be phased out which means Bluray will be the sole standard and productions cost will be reduced greatly for bluray tech.
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KungfuKitten

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#30 KungfuKitten
Member since 2006 • 27389 Posts

They underestimate their market. As always.

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sinseers

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#31 sinseers
Member since 2003 • 318 Posts

As a known non-Sony fan, I must say that I admire Sony for sticking to their guns on this issue. If would they are saying is to be taken at face value then I believe that they are taking the old Nintendo approach which is just keeping their eye on profitability. Looking back to the N64 and the GC Nintendo pretty much had to sustain those 2 consoles with virtually no major 3rd party support throughout most of their lifecycles. Having said that, they to this very day, continued to operate in the black. Seeing how dominant the PSX and PS2 was, it's hard to believe that Nintendo throughout all those years was just building capital instead of bleeding cash.

I think Sony sees how Nintendo was able to weather 2 major storms and may have decided to adpot that school of thought. Maybe they think that they have enough internal resources to sustain the PS3 library at its current price point should 3rd party support begin to dwindle. For that I admire their stance, but that is only if that is the mindset they choose to adopt.

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delta3074

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#32 delta3074
Member since 2007 • 20003 Posts

So I was reading the news on the front page of Sony's response to Activision's "threats" and alot of people where talking about the price and asking why doesn't Sony just admit they screwed up?

If anyone here took a simple business that explored the corporate world, then you should know that the answer is , "Even if we admit we screwed up, we can't publicly state that, because we have to protect the idea that we know what we are doing"

I'll try to make this simple, Sony/MS/Nintendo are traded on the stock market, the stock goes down when something bad happens or when there is even a RUMOR that something bad happened, all of there companies want there stock price to go up because they make alot of greenbacks. If any companies came out and admitted that they screwed up big time , the board of directors (the people that control the company) would kick the CEOs to the curb.

Each company has screwed up this gen:

Sony because of price and difficulty to program for the PS3 (even though it was the same with the PS2) and making statements like " You should work harder so you can buy one"

MS for the RROD and pretending there was nothing wrong with the 360 and saying "It's just a defective batch of 360s, the 360 works perfect, go out and buy one"

Nintendo for leaving the hardcore in the dust, the type of gamers that made the company a success for 20 years and responding to questions about the hardcore audience with this answer "We have animal crossing, that's not Hardcore?"

None of the big three are exempt from making mistakes, let us just hoped they have learned from their mistakes

akira2465
yeah but MS admitted they had screwed up with the RROD, there was a big apology letter on xbox.com.
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Filthybastrd

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#33 Filthybastrd
Member since 2009 • 7124 Posts

They underestimate their market. As always.

KungfuKitten

Actually they overestimated their market.

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delta3074

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#34 delta3074
Member since 2007 • 20003 Posts

[QUOTE="surrealnumber5"]your nintendo flaw is flawed, as it is based purely on your opinion, and microsoft manned up to their short comings when they gave out a free extended warranty. sony is the only one of the three that fumbled, smiled, and said we wanted to do that.dragonpuppy

Manned up? Did they ever admit that RRoD was a problem? And extending the warrenty is not manning up. It more like trying to cover up the problem.

yes they did, they put a letter on xbox.com "it has come to our attention that the xbox 360 is suffering an UNACCEPTABLE number of failures, thus we are extending the warranty for the xbox 360 from one year to 3, for all those that suffer a general hardware failure" sound's like an admission to me
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slvrraven9

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#35 slvrraven9
Member since 2004 • 9278 Posts

Is this system wars? I'm confused by the logic and well written post. What just happened? Good thread.

drufeous
LMAO :lol: :lol: exactly!
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lvgaming

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#36 lvgaming
Member since 2006 • 739 Posts

It's good to see "onry" companies get knocked down a peg and show them that they are not untouchable. IE.. Sony/PS3, MS/Vista, Apple/Price, and etc..

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KungfuKitten

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#37 KungfuKitten
Member since 2006 • 27389 Posts

[QUOTE="KungfuKitten"]

They underestimate their market. As always.

Filthybastrd

Actually they overestimated their market.


Meh, it's the stock people that cause this behaviour.
People know not to think well of companies and actually coming forward with it and openly showing they care and think about solving it would have a much better impact on the public. But it's about the stocks i guess.

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clubsammich91

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#38 clubsammich91
Member since 2009 • 2229 Posts
Yes, Sony has made it's fair share of mistakes. Releasing the system too early(If they had waited another 6 months things would be very different) Having too high of a price, not having the balls to secure more 3rd party exclusive. But now the PS3 has the great games and pretty good sales to match.
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hakanakumono

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#39 hakanakumono
Member since 2008 • 27455 Posts

[QUOTE="surrealnumber5"]your nintendo flaw is flawed, as it is based purely on your opinion, and microsoft manned up to their short comings when they gave out a free extended warranty. sony is the only one of the three that fumbled, smiled, and said we wanted to do that.Phazevariance
All valid points too. Nintendo has hardcore games, not as many, but still, and MS replaces RROD'd machines.. has Sony given money back as a returned price cut? nope.

No, they've only slashed 1/3 of the price off. :roll: It's not like it was some gross error like defective hardware (MS). They didn't wrong any consumers who bought them. Especially considering they sold each of the original consoles at a $200 loss.

Sony wronged themselves, not consumers. They're giving more to consumers for almost no profit. Even a free online network service thats actually good.

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nosedive7

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#40 nosedive7
Member since 2005 • 444 Posts

Very good post TC. Wish we had more well thought out logical discussions on SW.