For very short, the console bit war ended for 2 main reasons:
1) There is no point on going over 64 bits, as the power needed for the instruction calculation would be greater than the advantages of carries. Even 128 bit systems are actually 32 bit devices using parallel computation.
These bit indicate the lenghts of the single instruction that can be recalled by the CPU directly. Marekting gimmicks instead worked on showing how big was the system bus (the data highway connecting the main parts of the system).
2) Standardization of game development was a push for the end of the bit wars, and generally the hardware-wise console war. The push of using similar SDKs for the games on different devices to hasten the game publishing and development led to a “flattening” in the variance of the game inner electronics.
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