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So Peter Dille says this:

I think it's already well publicized that we have a very clear objective from our parent, Sony Corp., that we're to focus on a profit objective, and with those marching orders it limits the playbook when it comes to pricing and promotion


And they respond with this:

...but I think Sony might not be looking at the situation the right way. Profit is great, don't get me wrong, but market share is extremely important.
"

Yeah, SCE is going to listen to you over their own bosses. =x