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I agree with famousringo. Sony doesn't need to market the Motion controls but the applications and games that will use the motion controls. They need something new and something different from the Wii series but with the same magnitude those games brought.

3 key factors
1. Killer application/software/
2. Marketing
3. They have to bring something new to the table, that gamers will love.

If Sony can somehow incorporate 3d gaming and motion controls, then it's a win for them.