Sony marketing big wig has said that while the PlayStation 3 may be the most expensive games console, purchasers are in essence "paying for future potential".

While may be cutting the price of the ahead of the festive season, are quick to point out that those investing in the are going to be happy in the future, given the predicted 10 year life-span.

"The ten-year is ingrained in all of us. [SCEA president] Jack [Tretton] has brought that to all levels of the organization," he said, speaking to Gamasutra.com.

We'll bring you more pearls of wisdom from Sony soon.

By Luke Guttridge