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SONY is also in black

so they can afford to lose money in introducing PS3.

This is normal practice in Japan, when a big company introduce a new product.
They sell below production cost to expand the market quickly.

They learned this from the famous american inventor Edison. He sold light bulbs with a loss for the first 5 years, and turned a big profit in year 6, which paid everything.

So when PS3 turn into profit, the shares will go up a lot.
In its best years the PS2 gave 50% of SONY black line.

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