“We used to always think of this industry as ‘the cycle. I think the reality now is there are several sub-cycles. It’s hard now to talk about ‘the cycle’ — I think we have to talk about all of the cycles. The way we think about it at THQ is we plan our business around each of those platforms, not around ‘the cycle.’” - THQ president and CEO Brian Ferrell
Mr. Ferrell sees the handheld market, the Wii market, and the battle between 360 and PS3 being three different markets. Based on sales in all those markets, I can’t really disagree with him. Console sales periods are definitely moving away from tradition.