sony's claims of technical superiority disapeared after about a year (when they got real competition from microsoft and nintendo). strangly, sega dropped out of the hardware race about the same time, when sony began marketing GAMES (live in your world, play in ours). ads weren't showing off the hardware, they were showing GAMES, followed by the ps2 sound and logo. this is a far cry from what i'm talking about. for the saturn, almost every ad bragged about "three 32bit proccessors", atari marked the jaguar bragging about "64bit" and "do the math" in every ad, and 3do had ads with flames shooting out of peoples heads beacus the system was so fast and "real". these things were in almost every ad for these systems (print, tv, ect).