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I think this is a good route for them to take 'marketing wise'. The hardcore fans interested in GoW and GT5 already know about the PS3 and it's features. They need to increase awareness in fence sitters that don't research consoles all day - yes the 360 has the same service available but they're not marketing it either...

Any tech savvy person reads this and goes 'meh, I can buy the blockbuster set-top box for $99 with 25 free movies', or a $99 netflix box, why spend $400...but most consumers aren't tech savvy and have trouble finding the 'on' button.