That's the difference between you and me. I don't care about this crap I buy what's the best for me. Sony was the best for me and as long as their producing lenses and bodies I will continue to buy from sony. Just because a company is losing money doesn't mean there are just going to close down immediately.
But if they're losing enough money, they may close down or reduce services. Sony's in year three or so of closing lots and lots of divisions, product lines and service centers. I prefer to get my equipment from companies who understand their market enough to be turning profits in it, and who have enough strategy to grow smartly, not just launch and kill products seemingly willy-nilly- because then they have to do less dumping, bailing and shutting down. Starting next year, you won't be able to get a Sony Bravia TV serviced in the United States- being able to get service without clearing customs twice seems like an important thing for a high-dollar piece of equipment- but then as you said, that's the difference between you and I- I want to know my manufacturer isn't starting to close critical things in my market- if I were looking for a high-dollar TV, that'd certainly be "crap" I'd care about.
In an economy where some investors are making money on a product line from a company they've invested in and others are losing money, the shutting down tends to happen more quickly. How tolerant Sony, Olympus and Hoya investors are going to be is something I can't predict- but I can say for sure that Canon and Nikon investors are going to be much, much more tolerant- because decreased profitability is still profitability. Hoya investors get to see Nikon Imaging make 4B Yen in their worst quarter in a down year while Pentax bleeds 1.4B Yen a quarter- at some point you have to cut out the losing entity if there's no long-term profit strategy.
There are plenty of companies that have lost lots of money and rebounded back. Apple is one of them. I think Pentax Olympus and Sony will do just fine. The big reason they aren't doing well is because of a bad economy. A Camera isn't necessary and unless you really need to buy one you probably won't I imagine Nikon will lose money eventually too if this keeps up.
It's not just a bad economy, it's a bad economy coupled with bad management decisions (Oly lost ~45B Yen in investments and the like,) and an inability to get to consumers with wide ranges of products coupled with an over-saturated retail sector that's going down in flames coupled with a strong Yen. Since Nikon's got a long way to go until they lose money, I'm guessing your imagination isn't based upon anything any more solid than "My favorite brand isn't looking good!" Here's a hint: Nikon's Imaging Division isn't where the red ink was last quarter- and even in the losing units, the nubmers trend about the same as last year, just with the down economy (IOW, their business is as strong as it can be in these economic conditions and they're probably not losing market share despite the bad economy.)
Sony's a huge company, they can afford to lose money in some segments. However, I'd question the logic of buying into a system that's not good enough in the market to be profitable, no matter if it's for technical, marketing, political or business reasons. A successful company with a successful product line attracts the best talent and R&D. Not many people would rather work on the product that's always in a bind because the budget is leaking money. At lest Sony's making a profit fabbing sensors for Nikon.