If there's one thing Sony knows how to do, it's a crazy advertising campaign. It's something of a shock then that the new campaign is actually quite tame. Sony is going back to its schizophrenic marketing by pushing the Blu-ray capabilities of the PS3 above its games, because it's not just high definition - it's higher definition!
When is Sony going to realise that real gamers just don't care about Blu-ray? Superior visuals have not been a deciding factor in the past several console wars. If they were, then the PlayStation and PlayStation 2 would never have been so successful. Gamers go where the games are, it's as simple as that.