The system has been out for awhile. What was once new hotness is now yesterday's headlines. The system has built up a great library, but everybody already has the best games. You've dropped the price, but maybe the next generation is starting to horn in on your sales. What's a video game company to do? Easy: Send the console in for some reconstructive surgery -- keep the functionality, but repackage it into a slick new design. Not just limited to consoles, Product Facelifts can happen to many other kinds of goods like cars and toys, often for similar reasons.