Or in Antarctica which is a smaller challenge.
4. Supporting multiple-platforms can be a massive overhead. You develop a game for PC, than port it to 360 and PS3 to reach a bigger installed base and your game ends up costing 30~40% more plus taking 2x as long to be released.
5. You have to pay licensing fees in order to reach a bigger installed base by going multi-platform. Not to mention, having to bend over to manufactures to get your game approved for that platform.
A unified gaming platform would decrease costs by cutting #4 and #5. DRM could be included in the standard so interoperability would be guaranteed, cutting #3. The reduction in cost and the standardized platform/architecture would greatly affect #2 and #1 positively.
You are always doing something marginal when the boss drops by your desk.