Noting the PS3's unique approach, how do you deal with negative consumer perceptions from a public relations perspective?
That's kind of a tough question to answer. I am pretty sure if you asked just about any real gamer out there if they would like to have a PS3, their answer would be a resounding "Yes!" I think a lot of this goes back to the proliferation of the Internet, where a very vocal minority can make a lot of noise and potentially alter perceptions of the masses, whether they are accurate or not. A lot of this, naturally, is driven by the media who seem focused on taking swipes at us lately, without taking in the full picture. It is funny, but I remember people bagging on the original PlayStation when it first came out, and look where it ended up. Our biggest job over here is to continue to push out information on PS3 and our other systems and remind people that there are things you can do on our platforms you simply can't do on our competitor's. It is all about explaining those points of differentiation, particularly the value over the lifetime of the system, that is key in selling any Sony product.
