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But since the video game market is a business, companies are more concerned with selling games and making money, and don't want to spend too much time developing games for any system. Time is money see, so the more time spent expanding on the PS3's power for any given game, the more money they potentially lose.
A truly awesome game using most of the PS3's power may sell well, but it could take years and a LOT of money, and may not be worth it....And even if it is worth it in the long run, in the short run they're losing a lot of money.....
Multiple games developed in a row will gradually reveal more power, and release more tools for devs to use.
I reckon Motorstorm: Pacfic Rift could tap about half though