If you read this blog, chances are you're already familiar with Sony's "10 year mantra." PS3 is an incredible piece of tech with a lot of value built into the system. However, does your average Walmart shopper know about the things PS3 can offer? Probably not. With the $200 price difference between the cheapest Xbox 360 and PS3, Sony understands that it must do a better job at marketing its message. Julie Han, Sony corporate communications, told Gamasutra that "there's a lot we can do on the marketing front," especially about features, like PS3's video store, and its connectivity with PSP. Are these things that are spoken about beyond hardcore gaming circles? Unlikely.

"We don't talk enough" about Sony's "future-proofing" strategy, she admits. "With the recession, as people are ... on tighter budgets, they're going to be much more conscious of how they spend their money." Sony must now try and communicate to consumers directly why the PS3 is a better option for them, even if it is more expensive.

In spite of Microsoft's price drop, Sony has no plans to follow suit just yet. In fact, they're rather confident about the upcoming holiday season. "We're really confident that consumers are making choices driven by value," she says, "and we know PS3 offers that value across the board, with the built-in Blu-ray player the broadest and deepest software lineup in the industry, with LittleBigPlanet, Resistance 2, Motorstorm [Pacific Rift]... we're quite confident our holiday sales will be good."