Sony is up to a lot, just as much as the other two probably.
Highlights:
-Home development, so that it grows beyond a cheapo marketing ploy, trophy/scoring tool, so that it can eventually add enough in terms of content to make it profitable. I'd imagine that Sony will eventually make it a B- grade version of 2nd life
-Engineering. With the modest advances w/ finding cheaper ways to make the blu-ray laser and such, Sony's long experience w/ consumer electronics is serving them well to reduce the costs of production as much as possible.
-More Bd games. Sony recently announced that they were researching ways to make the production of BD discs cheaper. With the reduction in cost, more money will be going to Sony, developers and perhaps a small cut in the prices of games will eventually be in order if they can get this down enough. So, look for more exclusives that use the blu-ray disc. Here's a link for this from a website w/ a lot of manufacturing related news:
http://www.designnews.com/index.asp?layout=article&articleid=CA6547468
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