For quite some time now, Xbox users have been a bit ahead of the curve when it comes to services non-gaming. The current state of (non) play for Xbox users include Netflix, Last.fm, and Zune video, and as of November, ESPN3.com (which promises to deliver over 3,500 live sporting events).

However, it seems that Sony has clearly heard what users are after: non-gaming content on their consoles. With the launch of the PS3 3.40 firmware update yesterday, it looks like a lot of those “Man, I wish I had…” are starting to become, “Wow, check this out!” moments. On Tuesday, Hulu confirmed on their website that coming this July, their video on-demand service will find a new home on the PS3 OS. This addition compliments the newly launched PlayStation Plus $10/month subscription package.

The “Hulu Plus” package will allow paying subscribers to access even more shows and platform support than the browser-based Hulu.com. In addition to all the standard Hulu features, Hulu plus will give viewers a 720p (HD) experience, as opposed to the maximum 480p service the free service delivers.

The Hulu Plus service arrives for PS3 in July, and will arrive on Xbox consoles in “early 2011,” according to Hulu. The Hulu rollout is not, however specifically targeted at gaming consoles, as the company reports Hulu plus will be available via iPhone, iPod Touch, and iPad, as well as the standard package of viewability via a Mac or PC browser. Looking even further down the line, Hulu is also targeting internet enabled TV’s and blu-ray players from Sony, Vizio, and Samsung.

On standout on the Xbox side of the Hulu deal is the integration with Kinetic, as the motion controlling sensor will also function as a remote for your Hulu viewing. Swipe a hand in the air to the right to fast forward, left to rewind. Neat.

The odd thing about not only this Hulu integration, but positioning consoles as the nucleus of a home based entertainment center, is that upon their launch in 2006, this is exactly what Sony set off to achieve. The hardcore gaming audience tended to drift to Xbox, one big draw being Halo, and Sony seemed to shift their position, and obviously address what the market wants/wanted. Now, 4 years later, it appears as though Sony has come full circle with the PS3, which btw, as of this week actually started making Sony a profit. And now that the PS3 is no longer hemorrhaging cash left, right, and center, it should be very interesting to see where Sony goes next. They may have been a bit behind the Xbox ball, but with new features, a new controller, and new money coming in the door…clearly the stage has been set.