Honestly, I think a lot of PlayStation's success has come from its cool factor -- it's always been the cool system to own. I'm sure a lot of that coolness came from the games themselves, but it was also the brand -- the vibe, the design, the ideals, and so on. Sony needs to recapture that cool with PS3. Stop insulting our intelligence, stop pretending you're something that you're not, and start sharing your true vision for the future of gaming and beyond. People are always more than willing to pay extra for cool, even $200 more, but they need to wholeheartedly believe in what they're supporting. Sony, you need to make PlayStation cool again.