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Here we have an uncanny case of a company that has little to no competition, yet its market share is actually dropping. Sony has been constantly ignoring the price elasticity of it products so much so that they refuse to recognize their fall from favor in the market war. "Our initial expectation is that sales should double at a minimum," Jack Tretton, chief executive of Sony Computer Entertainment America, said in an interview [at the time]. "We've gotten our production issues behind us on the PlayStation 3, reaching a position to pass on the savings to consumers, and our attitude is the sooner the better." As a result Sony has kept its prices constant.

This article describes Sony, and its struggle to maintain their forecasted profits this year as their new releasings didn't live up to their expectations. The demand for their new products was miscalculated, and their profits decreased as a result of that. A 36 per cent decrease of profit was the result, and this article describes the results of miscalcuating demand in detail with real life results.