With damage control in full effect, the company's European honcho David Reeves is playing it safe. He says Sony's next-gen goal is not conquering the industry. No no, forty percent is just fine. This console war is about growing.

The name of the game is not market share, it's how fast we can grow the industry—our ambition is to grow 15 per cent a year on hardware and software if we can. We want to try and double digital entertainment in the next five to six years. Whether we have 40, 50, or 60 per cent market share is not that important.

The bar just officially dropped. Brian Ashcraft

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