This fall and winters line-up is definitely something to get excited about. Oddly Hirai first admits "price becomes more important" but then resists PS3 cuts.
Speaking with the Financial Times he explained his prediction that those hard-hit by the economic woe will be more likely to spend on cheaper home entertainment than go out.
"As long as we can generate excitement, then we will be less affected than other industries," he said. "We're getting to the point where price becomes more important".
Then he turns things on his head by confirming there will be no price cut for the PS3 this Christmas.
"The answer is yes, if you're asking, 'Are these the prices we're going with this Christmas?" he said. "When you really compare apples to apples, then I think we have a very good value proposition."
Provided you don't count a PS3 then as part of your 'cheaper home entertainment' prediction then yeah I can see that coming true.