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They were helped by the fact that their products were pretty expensive and their target market didn't have the funds to get both consoles (How many kids bought their own SNES and how many kids' parents would buy them more than one console? I'm guessing not many on both counts) and the whole marketing strategy revolved around persuading those kids they'd made the right decision, playing on the innate dislike kids have of being on the losing team.
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Bingo. What's weird is that I still saw the factional thing going on even though the majority of kids I knew were rich sods whose parents would buy them a new game for every day they managed to not shit their pants at school. The marketing worked so well that even the kids who were fortunate enough to own both products were still adamantly defensive about their preferred piece of consumer electronics.
Until Sony came along, the notion of consoles being for kids while PCs/microcomputers were where the big boys got their game on was completely (and unsurprisingly) commonplace. Sure, a lot of their marketing reeked of old men in suits desperately trying to figure out what teenagers were into, but
it worked. Unfortunately they did bring about the era of HAHA YOU LIKE MARIO? YOU BIG GAY PERSON WITH DICKS IN YOUR MOUTH HURRRRR THIS GAME IS LACKING IN BLOOD AND GRUE.
There's nowhere I can't reach.