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the problem is that Sony has too many games to advertise,,,so they loose their focus.

Sony has to do ad for these games this year:

KZ2
infamous
Heavy rain
Mag
Uncharted 2
maybe GOW III
ratchet and clack future 2

and many more.
so they don't have enough money to spend 70% of the ad budget on only one game.

they should,,,but they are not gonna.

Halo 3 had $45-50 million for advertising Killzone 2 will be lucky to get $20 million