A good rule in business, as we were once taught, is to pick a fight that you can win. As far as Microsoft is concerned this means refocusing their efforts on markets where they can dominate and perhaps recognising defeat in those where, frankly, they’re getting their corporate asses hoofed.

Fair enough, we suppose, and the good news for us is that Microsoft should start showing us a lot more love. In the words of Group Product Manager, Aaron Greenberg: "The number one objective is to win on a global basis and that may mean winning some markets and losing others. Europe is our priority focus right now."

But for all the sense (and utter inevitability) of that statement Microsoft is still labouring under the belief that it can make a dent in the lucrative Japanese market. Just last week the company announced its intention to launch more titles into the country, in spite repeated sales disasters (see above) and the failure of homegrown games like Blue Dragon to ignite interest. Hiroshi Kamade of Tokyo analysts KPC Securities puts it altogether bluntly: "After two years on the market, Xbox's position in the country is such that it makes you wonder whether further efforts are even worth it."

Quite so, but bless ‘em for trying, eh. Meanwhile Halo 3 launches this Wednesday. If that’s the start of Microsoft’s extra love, bring it on...