It started with Apple. If you have a brand that sells everything because of its power, you can price it as you like, people will buy it for the brand alone. Unfortunately "xbox" as a brand has the appeal of a potato globally and even with great hardware, good price, perfect online structure and games, games, games with 360 they couldn't even surpass the "Playstation" in awareness and sales worldwide. Its coupled with Microsofts reputation outside the US and it really didnt help them that the word of mouth spread through all networks and media and the "xbone" got stigmatized as overpriced, weak surveillance hardware with draconian restrictions. The brands image got even worse and people will always use the argument of power related to price because the appeal or value for the system and brand is in every regard inferior to the Playstations. Same goes for Nintendo by the way with WiiU.