Sony Computer Entertainment of America President has justified the relatively high Playstation 3 price with a promise that its "a console that's going to be with you again for 10 years".

"We're not going to ask the consumers to suddenly buy another PlayStation console in five years time", Hirai told CNET's News.com. "I think at $599 we're offering a very good value to the consumers".

He went on to tap into Playstation fanboy nature saying "my message is that once you become a in the PlayStation family of products, you become a family member. We make sure that we take care of you."

Slightly melodramic, I'm sure you'll agree, but his point stands – the Playstation brand is still selling well nearly 6 years since its 2000 launch and it seems he has promised owners another 4 years of support.

Sony has been given a rough ride with the build-up, being widely criticised for everything from boring controller designs, over-imaginative controller design and lack of innovation with services. The high pricing, and delays have caused many critics to write-off the Japanese electronic powerhouse's latest effort – which isn't even in production yet. Time will tell. So all back here in 2011 or so for a PS4 announcement then? Right you are.

By Jason Cartwright

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