As Sony Computer Entertainment America relaunches the PlayStation 3 with its PS3 Slim model, its marketing campaign has deemed the console as a "total entertainment solution," rather than a video game console. Its fall and holiday ad campaign touts the console as "the greatest gaming, Blu-ray playing, movie downloading system around." Three bullet points no other console on the market can match.
Speaking with the LA Times, SCEA's vice president of marketing Peter Dille said the move wasn't to "walk away" from the console's gaming roots, but to reposition the system in hopes to "really own" home entertainment. According to Dille, SCEA's current campaign is the largest and costliest in the console's history and -- although the company has attempted to position the console as a "jack of all trades" entertainment device in the past -- Sony feels Americans care more about non-gaming capabilities now than ever before.
[Via Edge]
Reader Comments (150)
Posted: Aug 31st 2009 11:57AM Giggman said
"This tells the public that it is a Blu-ray player that also plays games not that it is a machine for the hardcore gamer."
I totally disagree with that point. It tells the public that it can get all of those things you mentioned as well as more. The hardcore gamer knows Sony's resume and what they got available now and whats coming down the pipeline as far as games go. You mentioned third party games and to be honest the 360 doesn't have that many more than the PS3. To be quite honest I would take one first party Sony game over any two maybe three third party MS exclusive games. (Notice I said third party Halo fans)
So to correct your statement:
"This tells the public that it is a Blu-ray player that also plays games not that it is a machine for fanboys". There you go. :)
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I totally disagree with that point. It tells the public that it can get all of those things you mentioned as well as more. The hardcore gamer knows Sony's resume and what they got available now and whats coming down the pipeline as far as games go. You mentioned third party games and to be honest the 360 doesn't have that many more than the PS3. To be quite honest I would take one first party Sony game over any two maybe three third party MS exclusive games. (Notice I said third party Halo fans)
So to correct your statement:
"This tells the public that it is a Blu-ray player that also plays games not that it is a machine for fanboys". There you go. :)
Posted: Aug 31st 2009 10:02AM (Unverified) said
Can't be a "total" solution unless it plays ps2 games.
:P
:P
Posted: Aug 31st 2009 10:03AM (Unverified) said
My PS2 has been on standby since May of 2001 and I've never had a problem with it. The GF got the 80gig and we like it just fine, but I intend to get a new PS2 anyway for backup purposes.
Her friend however, got a PS3 PURELY for the Blue-Ray and movies. She has tons of fansubs and such but has no interest in gaming.
Her friend however, got a PS3 PURELY for the Blue-Ray and movies. She has tons of fansubs and such but has no interest in gaming.
Posted: Aug 31st 2009 10:05AM Vegeta has a ps3 said
"its marketing campaign has deemed the console as a "total entertainment solution," rather than a video game console."
"Sony feels Americans care more about non-gaming capabilities now than ever before."
Oh Sony. It seems that you haven't learned a thing. Granted I do believe that there is much more interest in Blu-ray(hell I got one simply for watching Blu-ray movies) however that does not mean that now every consumer is going to be basing their purchase on what non-gaming features their console has. The problem with this strategy (the same problem I had when it was used on the psp and for the launch for the ps3) is that by focusing on making the ps3 a multi-media platform instead of just a gaming platform, you're appealing to only a select minority. What will, and should, get people to buy consoles are games. That's what sony should be focusing on.
"Sony feels Americans care more about non-gaming capabilities now than ever before."
Oh Sony. It seems that you haven't learned a thing. Granted I do believe that there is much more interest in Blu-ray(hell I got one simply for watching Blu-ray movies) however that does not mean that now every consumer is going to be basing their purchase on what non-gaming features their console has. The problem with this strategy (the same problem I had when it was used on the psp and for the launch for the ps3) is that by focusing on making the ps3 a multi-media platform instead of just a gaming platform, you're appealing to only a select minority. What will, and should, get people to buy consoles are games. That's what sony should be focusing on.
Posted: Aug 31st 2009 10:08AM ShingoEX said
Well, it *used* to be a total entertainment solution before they started systematically gimping features with practically every incarnation of the system.
I condier my 60GB to be more "total" than this version of the PS3 we have now.
I condier my 60GB to be more "total" than this version of the PS3 we have now.
Posted: Aug 31st 2009 10:14AM HardBoiled2009 said
I'm throwing this out their you can say i'm complaining if you want .. i don't care cause i'm not but it has to be said cause it's been said million times before.
Canada Can't get movies and TV Shows AND or RENT movies or TV Shows so with that said .. maybe they should use a different marketing strategy for Canada and focus on gaming for Canadians ... i mean we can't get that stuff i mentioned at first.
so really if they use that marketing scheme up here .. and employees tell customers shopping for a video game console that PS3 has a video store to buy and rent movies and TV Shows then end up taking it home and not see any of this is MISLEADING. not that people will buy it only for that reason but think about it ..
hey why go out and rent a movie when i can rent one or buy one from the PS Store i am sure for those who are not aware much about the PS3 will like hearing that especially if they watch LOTS of movies.
so were not getting full use out of the PS3 here in Canada .. i like to see us have it due too those who want it but i rather renting and owning from Discs but just pointing out that this marketing is not good for Canada. unless we happen to get a video store too PFFFFFFFFFFFFt yea right !
Canada Can't get movies and TV Shows AND or RENT movies or TV Shows so with that said .. maybe they should use a different marketing strategy for Canada and focus on gaming for Canadians ... i mean we can't get that stuff i mentioned at first.
so really if they use that marketing scheme up here .. and employees tell customers shopping for a video game console that PS3 has a video store to buy and rent movies and TV Shows then end up taking it home and not see any of this is MISLEADING. not that people will buy it only for that reason but think about it ..
hey why go out and rent a movie when i can rent one or buy one from the PS Store i am sure for those who are not aware much about the PS3 will like hearing that especially if they watch LOTS of movies.
so were not getting full use out of the PS3 here in Canada .. i like to see us have it due too those who want it but i rather renting and owning from Discs but just pointing out that this marketing is not good for Canada. unless we happen to get a video store too PFFFFFFFFFFFFt yea right !
Posted: Aug 31st 2009 10:22PM (Unverified) said
If they add MKV support, I think that would go gangbusters with this marketing strategy. Especially if they get it out before WIn 7 and the MKV support that will come with it.
Posted: Aug 31st 2009 11:46AM Chris DPSN AggieCEO XBLThe Aggi said
I am encoding my DVD Collection into .mkv....and a lot of Japanese shows I find on the net are in .mkv format....
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Posted: Aug 31st 2009 10:54PM (Unverified) said
I would tend to agree with you El Serp, but when you look at companies like Microsoft that supported AVI's when they were really trying to push rented movies. This was before Netflix support which I'm sure killed their Video Marketplace even more.
Not saying Sony is willing to look at the 'big picture'. They seem pretty stubborn. And you are absolutely correct, its mainly HD content. My point is, Win 7 is gonna allow MKVs to be pushed to your 360 and your TV. And you can get a Western Digital HD TV set top box that plays MKVs on your TV for $60. The cat is out of the bag, and if Sony is serious about being an 'all in one' media center, this would be the way to do it.
Not saying I expect them to do it, and it's only my opinion.
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Not saying Sony is willing to look at the 'big picture'. They seem pretty stubborn. And you are absolutely correct, its mainly HD content. My point is, Win 7 is gonna allow MKVs to be pushed to your 360 and your TV. And you can get a Western Digital HD TV set top box that plays MKVs on your TV for $60. The cat is out of the bag, and if Sony is serious about being an 'all in one' media center, this would be the way to do it.
Not saying I expect them to do it, and it's only my opinion.
Posted: Aug 31st 2009 10:38AM Mr Khan said
It's been well-tested in the past that the market just doesn't swoon over the idea of an "All-in-one," as it were. Though that mentality may be changing with the success of iPhone.
It's a good advertising strategy in that it plays to the system's strengths, but it's effectiveness is doubtful.
It's a good advertising strategy in that it plays to the system's strengths, but it's effectiveness is doubtful.
Posted: Aug 31st 2009 10:49AM wallywallas said
In my case, since Netflix or the PS Movie Store don't work in my country (Mexico), my best choice to watch movies is through Avi's and Divx.
Since the PS3 gives me the option to put subtitles on them, and saving them on my PS3 is easy, so for me my best option is the PS3.
It sucks that i can't access the PS Movie Store to rent/buy TV shows/movies though. It's like Sony WANTS me to download them from somewhere else.
Since the PS3 gives me the option to put subtitles on them, and saving them on my PS3 is easy, so for me my best option is the PS3.
It sucks that i can't access the PS Movie Store to rent/buy TV shows/movies though. It's like Sony WANTS me to download them from somewhere else.
Posted: Aug 31st 2009 10:59AM eat it said
I'm sure Sony wants you to be able to download movies but there are just so many copyright laws in place, it's very difficult to make it happen in countries outside of the US. Also Netflix can't even get streaming for that many movies here in the US because there are so many exclusive contracts in place between studios and movie channels, and Netflix is very aggressive in that regard.
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Posted: Aug 31st 2009 11:00AM Chris DPSN AggieCEO XBLThe Aggi said
yea its a lot of people that miss out on that with both Netflix and the video store....on both systems.....I'm sure its being worked on
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Posted: Aug 31st 2009 10:55AM (Unverified) said
"Sony feels Americans care more about non-gaming capabilities now than ever before"
sorry sony I dont want to spend $35 for a blue-ray movie!
I want my console to have exclusive games. That means i get to play them all!
sorry sony I dont want to spend $35 for a blue-ray movie!
I want my console to have exclusive games. That means i get to play them all!
Posted: Aug 31st 2009 11:02AM Chris DPSN AggieCEO XBLThe Aggi said
Ummm Who pays $35 for BD movies???
The most expensive single Blu-ray movie I have ever bought was $25.....and it came with 3 disc(one of which was a DVD Version of the movie)
Hell when I use to buy porn it was like $40 for a 2 hour flick....now I know where to look and dont pay for them at all
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The most expensive single Blu-ray movie I have ever bought was $25.....and it came with 3 disc(one of which was a DVD Version of the movie)
Hell when I use to buy porn it was like $40 for a 2 hour flick....now I know where to look and dont pay for them at all
Posted: Aug 31st 2009 3:33PM (Unverified) said
"Hell when I use to buy porn it was like $40 for a 2 hour flick....now I know where to look and dont pay for them at all"
Lol
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Lol
Posted: Aug 31st 2009 10:56AM acefondu said
Well, I'm glad I'm not trying to convince anyone not to buy a PS3. But I do find it ridiculous that Sony has made roughly 7 different PS3's only to come to a conclusion that gutting the original more and more is the continued solution for a better system. All I see is the system getting worse and worse with no actual improvements. It's a shameful practice really. Xbox 360's for instance get more appealing with each new release, with the subsequent removal of RRoD's via better chips and cooling and more capacity. Even Sony's PSP Go has been a mess among gamers by not having a UMD slot or second joystick nub. It really makes you question what idiot runs Sony's gaming division. I understand they're trying to be competitive to the 360 by getting the price down, but when the target market for Sony are gamers, we know better as you said yourself. We know they're continually gimping the product instead of improving it.
Posted: Aug 31st 2009 11:06AM Chris DPSN AggieCEO XBLThe Aggi said
ummm MS has done the same....
there has been the Basic, Basic w/HDMI ,Arcade, Arcade, with LARGER internal storage, 20GB Pro, 20GB Pro w/HDMI 60GB Pro, 120GB Elite Bundle, 120GB stripped down version.....and now both the PS3 & 360 will have 250GB version before Black Friday
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there has been the Basic, Basic w/HDMI ,Arcade, Arcade, with LARGER internal storage, 20GB Pro, 20GB Pro w/HDMI 60GB Pro, 120GB Elite Bundle, 120GB stripped down version.....and now both the PS3 & 360 will have 250GB version before Black Friday
Posted: Aug 31st 2009 11:18AM acefondu said
I've not heard of this 250GB version for the PS3. If I'm not mistaken the slim has 120GB's. And MS's "Elite" line if you will has always seen improvements from what I can tell. Fixing the RRoD issue I would say is all the improving it needed (or add internal wifi...but I nitpick). While they both have attempted to produce a "value" system, the PS3 has been the only one gimping their main system, and have actually rid themselves of a "value" system all together. I still don't own a 360, so it's entirely possible I've overlooked some shortcomings of the newer models, but PS3's subtractions have been painfully noticeable to me.
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Posted: Aug 31st 2009 11:24AM acefondu said
I don't even own a 360. Read the whole post next time....Hell, I don't even own an original Xbox. I use my PC for games I miss out on the 360 and so far the only ones I can't play are Halo 3 and Gears 2, luckily I don't care enough about either to buy a 360.
...Why do I waste my time responding to morons?
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...Why do I waste my time responding to morons?
Posted: Aug 31st 2009 11:25AM butlersp said
Great point why should a consumer by a product when 6 months down the road the system will change and have either more or less that what it already has. Take a look at Slim which has Bravia Link something that should have been included from day one. Had they included that on the first model would Sony have a larger install base of Sony TVs rather than other brands due to SONY PRODUCT INTERACTIVITY? Sony has five different models of PS3 feature wise and just launched a 120 gig hdd with a 250 in the works. Sony should think about having 2 SKUs one with HDD and the other where there is no one and the consumer buys it or a trade in program. Buy the PS3 and if you install a larger HDD than the one it was shipped with send it to Sony for a $XX PSN credit.
They are doing the same thing with the PSP. GO is coming in about a month and there is already word of work on a new processor for new model PSP and that PSP-4000 will have a UMD drive. Why pay the $250 now when next Hune Sony will be showing off the 4000 model that will be competing with the GO by which time will be selling with 32 gig internal storage or more. THE PS# is almost going the way of the Gamecube, how many colors and configurations can we have.
Just pay more attention to your consumers both current and what is going on around you and incorporate more into firmware and upgrades that way rather than the hardware side.
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They are doing the same thing with the PSP. GO is coming in about a month and there is already word of work on a new processor for new model PSP and that PSP-4000 will have a UMD drive. Why pay the $250 now when next Hune Sony will be showing off the 4000 model that will be competing with the GO by which time will be selling with 32 gig internal storage or more. THE PS# is almost going the way of the Gamecube, how many colors and configurations can we have.
Just pay more attention to your consumers both current and what is going on around you and incorporate more into firmware and upgrades that way rather than the hardware side.
Posted: Aug 31st 2009 11:08AM (Unverified) said
Im really starting to think about buying a PS3 slim. I mean what does nintendo and microsoft have to battle Uncharted 2 God of War 3 and Heavy Rain, I can think of anything (dont say Halo im not 15).
Posted: Aug 31st 2009 12:22PM FraGNeM said
If you're comparing holiday lineups, you can throw out GOW3 and Heavy Rain.
ODST (didn't say Halo!) and Forza 3 will be big for Microsoft this holiday season. Left 4 Dead 2 should do well, also.
Next year (supposedly): Alan Wake, Mass Effect 2, and Splinter Cell: Conviction are big exclusives.
That said, some of the biggest games are 3rd party, non-exclusive:
Modern Warfare 2, Assassin's Creed 2, Bioshock 2, etc.
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ODST (didn't say Halo!) and Forza 3 will be big for Microsoft this holiday season. Left 4 Dead 2 should do well, also.
Next year (supposedly): Alan Wake, Mass Effect 2, and Splinter Cell: Conviction are big exclusives.
That said, some of the biggest games are 3rd party, non-exclusive:
Modern Warfare 2, Assassin's Creed 2, Bioshock 2, etc.
Posted: Aug 31st 2009 12:59PM ChomskyKnows said
Mass Effect 2 won the last big convention (Gamescom) game of the show per IGN.
I think they may have given the last big show (E3) game of show to Uncharted 2. Can't remember...
Obviously both platforms have good titles coming...You aren't 15? So...what are you like 12 then?
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I think they may have given the last big show (E3) game of show to Uncharted 2. Can't remember...
Obviously both platforms have good titles coming...You aren't 15? So...what are you like 12 then?
Posted: Aug 31st 2009 11:05AM butlersp said
Being in the Sony media department must be great. No accountability for any changes. Whoever made the call on the crying baby thing at launch should have had a talking too. It did nothing to sell the system only a little bit of buzz about how creepy the commercial was.
Right now with the holidays 4 months away and the next 7 months offering a great line up of quality titles I would be right on top of that. As far as first party titles show off the first party games in their own commercials. GT would get one. Show one R&C commercial with all three games. At the end with a voice over TOD available now, Quest available only on the PSN and Crack on 10/26. Show an online gaming starting with PS2 and the original SOCOM fade to black that was then then show MAG gameplay and show 256 online this is now. Coming 1/26/10 only on Playstation Network and underscore the PSN with always on and always free.
They could always just highlight the system itself. $299.99 gets you and list out the features.
A additional thought is hit the online side of things along the lines of Sony doesn't penalize you for using wifi. Our system includes an ethernet port and wifi and is free to use others charge for additional hardware and want you to pay premium dollars for early look demos.
Right now with the holidays 4 months away and the next 7 months offering a great line up of quality titles I would be right on top of that. As far as first party titles show off the first party games in their own commercials. GT would get one. Show one R&C commercial with all three games. At the end with a voice over TOD available now, Quest available only on the PSN and Crack on 10/26. Show an online gaming starting with PS2 and the original SOCOM fade to black that was then then show MAG gameplay and show 256 online this is now. Coming 1/26/10 only on Playstation Network and underscore the PSN with always on and always free.
They could always just highlight the system itself. $299.99 gets you and list out the features.
A additional thought is hit the online side of things along the lines of Sony doesn't penalize you for using wifi. Our system includes an ethernet port and wifi and is free to use others charge for additional hardware and want you to pay premium dollars for early look demos.
Posted: Aug 31st 2009 11:09AM pika2000 said
The "greatest" gaming system? It cannot even play games from the previous greatest gaming system, the PS2. As for media playback, Sony, throw in mkv support, then we'll talk. In the meantime, I'll stick with XBMC.
Posted: Aug 31st 2009 11:23AM Omnistatic said
*yawn*
Posted: Aug 31st 2009 11:31AM StarcasM said
HI-Larious.. sony shows its true colors once again... sad that they are still pushing this thing as a "total entertainment solution". I want a total GAMING solution. I have yet to buy a blu-ray movie or rent one as I have Netflix.
I want games. -Besides, my 360 gives me the movie fix that I need every now and then.. And this is why the ps3 is a FAIL in my eyes and just collects dust. sony got away from what got them to the top in the first place. A REAL DEVOTION to gamers, not someone that wants a good blu-ray player!
Well, at least my ps3 has full BC, so at least I can play my PS2 games... Something that was so FOOLISHLY left out of the latter ps3's... It just goes to show where sony's head is at... Up their ASSES.
I want games. -Besides, my 360 gives me the movie fix that I need every now and then.. And this is why the ps3 is a FAIL in my eyes and just collects dust. sony got away from what got them to the top in the first place. A REAL DEVOTION to gamers, not someone that wants a good blu-ray player!
Well, at least my ps3 has full BC, so at least I can play my PS2 games... Something that was so FOOLISHLY left out of the latter ps3's... It just goes to show where sony's head is at... Up their ASSES.
Posted: Aug 31st 2009 11:52AM (Unverified) said
Whats really funny is how some of these comments are talking about how Sony is not focusing on games...they have more exclusive games coming than any other platform but yet their "forgetting hardcore gamers" WTF?
The games are still flowing at a steady rate so I don't see any need to trip over not focusing on games or knowing their primary target...I think Sony knows the deal.
The games are still flowing at a steady rate so I don't see any need to trip over not focusing on games or knowing their primary target...I think Sony knows the deal.
Posted: Aug 31st 2009 4:39PM vertebra said
@ Bad Man "I think Sony knows the deal" If they knew the deal they wouldn't have been raped by Nintendo and Microsoft after 2 generations of total domination. Without Sony courting 3rd party exclusives all you have is a Blu-ray player and a gaming machine with a lot of potential. Any money spent on this bogus ad campaign would be better served buying up exclusives or developers. I miss the days when Sony dominated.
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Posted: Aug 31st 2009 11:43AM StarcasM said
I didn't buy mines.. it was a barter deal. and I have the 20gb joint. Trust me, I felt like he got over me as it's not even plugged in anymore, while he still enjoys his part of the bargain.
Posted: Aug 31st 2009 11:45AM Ramon Caballero said
@el serpiente:
You can find the answer here, I didn't know either, very nice to know now, time to use it again as "total entertainment solution" hehe:
www. cheapassgamer. com/forums/showthread.php?t=178222
You can find the answer here, I didn't know either, very nice to know now, time to use it again as "total entertainment solution" hehe:
www. cheapassgamer. com/forums/showthread.php?t=178222
Posted: Aug 31st 2009 11:47AM StarcasM said
lol, why don't sony launch a "GAMERS EDITION" ps3.. y'know, one thats fully BC and charge just $50.00 more? Why Not? because sony still wants you to buy the ps2! lol, sony is a Joke!
Posted: Aug 31st 2009 12:04PM wallywallas said
@el serpiente
I use software called AVIAddXSubs. I download the .sub file first (they're usually easy to find on the internet), then i rename the .avi and.sub so they can both have the same filename. Place them in the same folder, and let the AVIAddXSubs do the rest.
Once i play them on the PS3, you go to the menu and select "Subtitle" and there you go.
Just google AVIAddXSubs.
I use software called AVIAddXSubs. I download the .sub file first (they're usually easy to find on the internet), then i rename the .avi and.sub so they can both have the same filename. Place them in the same folder, and let the AVIAddXSubs do the rest.
Once i play them on the PS3, you go to the menu and select "Subtitle" and there you go.
Just google AVIAddXSubs.
Posted: Aug 31st 2009 1:15PM erh said
Any "total entertainment solution" really needs to be able to play MKV video files.
Posted: Aug 31st 2009 1:58PM Marcus Carter said
So that 's what they think of us Americans.
Posted: Aug 31st 2009 2:14PM Giroro said
I could swear that the PS3 fat was marketed as a Blue-ray player instead of a Video game console.
Posted: Aug 31st 2009 4:09PM (Unverified) said
they just changed words around for a new marketing campaign.
trying to make us feel that this new shift will impact ps3 sales much, which i don't believe.
the $ 100 price drop and upcoming game releases has more to do with it.
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trying to make us feel that this new shift will impact ps3 sales much, which i don't believe.
the $ 100 price drop and upcoming game releases has more to do with it.
Posted: Aug 31st 2009 5:05PM JRMG said
"Sony feels Americans care more about non-gaming capabilities now than ever before".
Ha! That's what Atari said in the mid 80's, and look where it got them.
Ha! That's what Atari said in the mid 80's, and look where it got them.
Posted: Aug 31st 2009 9:22PM TreyIM2 said
Eh, it really doesn't matter. The PS3 is just fine and will sale MANY more now that the price is only $299. What he is basically saying is that gamers are usually in-the-know and are aware of the PS3 whether they own one or not. Sony is trying to target those extra dollars from non-gamers by possibly touting the non-gaming capabilities and entice them into becoming gamers. The Blu-ray player is just the introduction for non-gamers. I used to work with a guy who got a PS3 for the Blu-ray and guess what? He ended up with games like GTAIV, as well.
It's shortsighted of people to pick at Sony, now, especially when the PS3 gaming is, at the very least, right on par with the 360 and gaming is the true core of the PS3. If they were STILL ridiculously behind in that aspect, then pick all you want.
What Sony is now doing is called smart business and marketing, covering ALL their bases with what the PS3 can do, period, in combination with the price drop.
It's shortsighted of people to pick at Sony, now, especially when the PS3 gaming is, at the very least, right on par with the 360 and gaming is the true core of the PS3. If they were STILL ridiculously behind in that aspect, then pick all you want.
What Sony is now doing is called smart business and marketing, covering ALL their bases with what the PS3 can do, period, in combination with the price drop.






