They didn't launch the product to the general public at E3, they unveiled it for everyone. They were saying at E3 it was going to be a few weeks before they had the thing ready to hand off to developers still.
This is like a horribly cheesy movie:
Bob: [Witnesses Joe's girlfriend cheating on him, and goes to tell Joe]
Bob: "Hey Joe! Your girlfriend is cheating on you!"
Joe: "HOW COULD YOU NOT TELL ME ABOUT THIS!!!"
Bob: "Uhm...I just did?"
Joe: "Why do you hate me?"
Bob: "What the hell are you talking about?"
Joe: [crying] "Fine! Be that way!"
Honestly considering they are saying it won't be ready until 2009 and their past statements about not bringing out information on their products until its close to release I think its a good chance this was a last minute addition to the show because of possibile competing products. Didn't anyone think it was weird that they only had like 3 games to demo?








