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Well, personally, aside from the "knowledgeables" that are the fans (like us I presume), I don't think that this PR from Sony for example, is hurting them that badly with the general audience, especially over here, since sony is known as a extremely high quality product name (a tad expensive though), so they would need to do a whole lot to destroy that image.

And for the fans and such, who follow this news regularly, they talk about it like we do, so they are "desensitized" to it already, no?