So most of the customers are looking efficiencies in the titles they're generating because they just spent the last few years making the biggest investment in building their pipelines for the 360 and PS3. Now they want to make some money off that.

If I had to speculate a little bit, next year at some time, people are going to start thinking about what the next tool change needs to look like. And it'll probably be 2011 that you start to see prototypes and more info from the console vendors, if they do want to hit, say, a 2014 date for the next generation of consoles.

--By AWN and VFXWorld Senior Editor Bill Desowitz