Why xbox killed ps2 and zune has'nt killed the ipod?

“The big difference between Xbox and Zune was the customer target.With Zune, we didn’t know who we were building it for. With Xbox, we knew
those guys. Hell, we were those guys.”— Xbox team member

as articled in Businessweek:
http://www.businessweek.com/innovate/content/mar2009/id2009034_766385_page_2.htm

"Why was Microsoft able to create such a compelling video game system only to churn out a mediocre portable music player? The competitive context was the same. The research was similar. The design and engineering resources brought to the challenge were significant in both cases. What makes a company deliver a bravura performance one day and fall flat the next? Empathy. As one member of the team confided: "The biggest challenge with Zune was trying to figure out who we were building it for. With Xbox, we knew those guys. Hell, we were those guys."