Actually there's no way the Xbox 360 could survive in the next decade without a built-in Blu-ray drive since that would be standard by then. It's a possibility that Xbox 360 dies the moment Xbox "720" comes out, which they're saying will be 2012.
It's a possibility but it's not very likely.
If the 360 live up to 2012, it's likely that it will have sold very well.
So like sony with its ps2, ms won't be under pressure to cut price under 130$.(my expectation is that the market will be pretty even, at some point all actors will live with their market share, stop the war and make profits).
So If the 360 success lasts, I think that the most likely possibility is that the 360 will die of its own when the market for such a low end device will get too tiny.
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