They can say 10 years all they want. If MS puts out a console in 7, PS3 will follow suit or fall behind... My guess MS will have a new console released late in 2010 (right before christmas:)) or early 2011. That would be a 5-6 year life span which is the typical life span of consoles. I could see Sony releasing the ps4 in 2012, early 2013. Considering the PS3 was released a year later, their lifespans will be pretty much equal.