[iClaudiusX]

Sony tried to do the same in 2005 when Microsoft released the XBox 360, only they kept pushing back the release date. Thankfully their E3 2006 press conference was such a flop that in a bit of karmic justice it forced them to stop resting on their laurels and compete for marketshare again.

[rocky1138]

There was precedent. Sony destroyed the SEGA Saturn's USA launch by simply walking up to the microphone at E3 in 1995 by saying just one word: $299.

[Paianni]

Saturn's launch was destroyed by a sudden release with too few retailers onboard. E3 was just a byproduct of that.