Here we go again, one more generation of console wars. In an announcement at the Tokyo Game Show, the company said the new Xbox--Microsoft's entrant in the next-generation console wars--would hit store shelves in North America on Nov. 22, in Europe on Dec. 2 and in Japan on Dec. 10. The company clearly wanted to take advantage of the holiday shopping rush just before and after Thanksgiving in the United States. "That's what you want to do to launch a console," said International Development Group market analyst Mike Sabine. "You definitely want to have it on shelves to enjoy the Thanksgiving shopping period." Last month, Microsoft said the Xbox 360 would come in two flavors: a base model for $299 and a souped-up version with a 20GB hard drive and wireless controllers for $399. For months, Microsoft has said it would have the Xbox 360 out in time for the holidays, and Wednesday's announcement confirms the company will get several months of first-mover advantage over Sony's forthcoming PlayStation 3 and Nintendo's Revolution, both of which are expected to be released next spring.