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When your bank account gets hacked, you don't talk to Sony...you talk to the Bank. You file an affidavit, and they refund the money to your account and then they go do the footwork on it. This process takes about 30 minutes if your bank isn't filled with neanderthals.

Beyond that, as shitty as it sounds, Sony does kinda need to have a system in place regarding activation/deactivation. With the volume of toolsheds out there just trying to fuck with people, they can't just take anyone's claim at face value. They must go through the process of researching the situation. It sucks, but...you wouldn't want Sony to have such a open-ended system where they knee-jerk fix the situation without researching it first. Hypothetically speaking, you could just have some troll call up Sony w/ a complaint, and get an innocent persons hardware deactivated etc...