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> But no one would buy it if MS owned everything, they would charge as
> much as they like so no one could afford it if they wantted it.
True they would overprice everything, but they wouldn't charge so much that no-one could afford them because then they would go out of business.
Even if they charged enough that only rich people could afford them, they'd still be losing profit (Not like Bill Gates has anything to worry about anyway!).
Brand loyalty is a marketing tool used to convinve blind fools to invest in a certain product. That's not to say that there isn't sometimes very good reason for it (build quality or customer service to name but two)
Nintendo gamers have played previous Nintendo games and want more of the same, I expect that the PS2 owners think likewise from their original Playstation.
MS don't have a huge fanbase to call on but are slowly but sure building one up.
Unless you're a really picky trained eye, there won't be much difference between the 3.