I don't think SONY could release a successor to PS2 without calling it some form of PlayStation. PlayStation is now pretty much a brand name, just like GameBoy. I think it would be a mistake for them to consider naming it anything else.
I also wouldn't be suprised if MS try to maintain the XBox brand. It would also make sense for Nintendo, if they stay in the hardware business, to maintain the GameCube brand - especially given how well it sits with GameBoy.
It really wouldn't bother me if I was buying 'The Cell' or 'PlayStation 3' - but from a consumer perspective, I think it's better to keep the PlayStation name.
- S
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