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ethomaz said:

Shuhei Yoshida didn't say a word as he quietly walked onstage to open the show. There was no grand fanfare as he sat down in a comfy leather chair and began casually flicking through the slick-looking menus of the PlayStation 4. And there was no wall of marketing fluff between him and the audience as he jumped into a Killzone match, failed to shoot at anything in particular, and tweeted a picture of one of its trees.

Wow, that is style! And such confidence.

I always hate the fluff. If there's fluff and hyperbole I get suspicious and hostile but if a presentation is barebones I get respect.

Sony is so in touch with the gaming market right now that it's crazy. They're genious.