Microsoft understands that achievements are a major highlight of their service, which is why they have hinted at offering gamers even more gamerpoints for watching shows, movies and even advertisements. But offering such achievements would only dilute and possibly destroy the impact that it has on their customer base. The one aspect keeping Xbox users from switching over to the PlayStation is the loss of their identity. Aside from factors such as friends and exclusive games, Xbox users do not want to lose their gamerscore which represents seniority and self-worth within their gaming community. This achievement system may seem menial to the average person, but it truly stimulates the reward system within the brains of Xbox users. Achievements prove that you have been to hell and back in a game and survived to tell the tale. If Sony wants to transition loyal Xbox customers over to the PlayStation, then they need to start targeting this feeling of accomplishment and identity. In order to win the console war once and for