Why do people think in such absolutes?
Sony didn't lose America. Last time I checked, they're still doing pretty well. Yes, they're behind the 360, but really not by much.
I'm assuming that your statement is a bit of hyperbole. That's cool.
To answer your question, Sony isn't doing as much advertising. They also don't seem to "get" online as well as MS does. Sure PSN is free, but people that choose gaming as a hobby know that there's more to value than a price tag. Only the rabid minority will complain about cost.
I think MS does a better job of putting personalities behind their brand. Kevin Butler can be really funny at times, but he's a throwaway caricature. XBL's community managers are at many, if not all of the trade events. They have specific names, not some near-anonymous community manager of the week. And they're active on the social media, whether that's broadcasting through podcasts or blogs or Twitter or Google +.
Sony's not doing anything wrong really. They're just stuck in their traditional, Japanese console way of viewing the industry.
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