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Hardcore PC Gamers upgrade their systems continually because a) we want to have ridiculous frame rates at 1920x1200 or higher resolution, extreme antialiasing, and all sorts of amazingly cool visual effects in whatever the latest, hottest game is that just got released, while their console brethren have to buy a brand new PS3 to get 1080p rez and are stuck with their hardware until they decide to fork over for the next system in order to play the next gen games; and b) because we love to tinker with hardware as much as we love to tinker with software.
Less hardcore gamers treat their PCs like Consoles. These days, a low to mid range PC costs about the same as a decent console and plays the same games -- albeit not at 1080p. Of course, they probably also use their PC for other stuff besides just games, which is why they own a PC, and not just a Console (since many of us happily enjoy both).
And lets not forget that an above-average FPS player on the PC, with a decent mouse and ordinary keyboard, can dominate an expert FPS player mashing buttons on a console.
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