In case anyone hasn’t noticed yet, this entire phase Sony is going through right now is product re-branding. They are appealing to the consumer psyche. By introducing a “new” console, changing the logo, dropping the price, streamlining the box art with that of the PSP box art, and even bringing back the old “Play-Stay-Chun” at the end of their commercials, they are reinvigorating interest in their product. It’s a common business move when you need to get your sales jump started again, and despite all of the criticism PS3 has gotten since launch, Sony has done pretty well for themselves, and I am inclined to believe everything they have said about things going according to plan, in regards to manufacturing costs and this upcoming season being like a PS3 launch all over again.