The Sega Saturn failed because of a lack of advertising, early rush to market (being first isn't always the best), and poor relations with Kay Bee Toy Stores, who felt snubbed by being left out of the initial console ship date. Sony also played aggressively by making exclusive contracts with game publishers to not develop or distribute games for the Sega Saturn in the US. Eventually, the Sony Playstation eroded enough of the US market away from Sega to eclipse Sega's efforts to turn the console around. The Saturn did very well in Japan, however, leaving many Saturn owners wondering exactly what the hell happened on this side of the pond. Many very good games never made it over to these shores, while others were delayed heavily. Another classic example of two divisions not agreeing on how to handle a product.