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SjOne said:
Meanwhile Sony is branding many of its services under the PlayStation banner

I actually believe this to be a mistake on Sony part.  It will cause the same issue MS had with branding everthing Xbox when they are trying to put their products on everthing that will host them.  People will believe you need to be on the Playstation or locked into the Playstation environment in order to use their products.  Even if this is the case, its best not to heavly promote that feeling from consumers.