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I believe the timing is key. I think they were hoping to part the red sea, anger the masses, and then by the time PS6 is announced, people will have already moved on and thus, will eat what they're told. They remember what happened with Xbox One. They knew what this could potentially do to a brand. And since they are clearly anxious to increase revenue across the board (because remember kids, billion-dollar companies need to eat, too), they felt this was the best way to go about it.

It's to be seen if it actually works. Me thinks it won't. We'll see.