Look at this recent video about PlayStation Home and watch the end:

Seems like they will use this tagline, which has also been trademarked, hopefully they'll use it on plenty of ads in the USA.

EDIT: don't think vid working here's the URL: http://www.viddler.com/explore/sceablog/videos/531/2.302

I like the tag, it really defines the PS3 well.

Good tag imo! I hope they use it more often, the 'this is living' ones here in the EU were pretty awful!

From what I gather EU (or at least UK) have the "Start...." tagline now.

They must be brin ging back B/C then. Because as far as I am concerned that is part of everything that I would expect from a PS3. Hopefully they can fool the masses with this one, but I know to well that the launch day PS3 fit this slogan much better. Mabye they should do a PS3 Elite and bring back 4 USB, card readers, B/C, and HDMI in the box.

if you slow the video down, it says It only does all-nighters lol

This is ironic, given that Kaz Hirai told the London Times that part of the problem with the inital PS3 launch was how it was marketed -- and that it was not marketed as a game machine first and as other functions second.

http://technology.timesonline.co.uk/tol/news/tech_and_web/article6808050.ece

A marketing person once told me that the most difficult thing to sell is a Swiss Army penknife, because it does everything. Do you think you made the same mistake with the PS3?
Right. That was more of a marketing issue than anything else. When I came back to Japan in November 2006, one of the first things I did was to go out with a very clear message that said the PS3 is first and foremost a video game console, before we talk about any of the other great things it can do. I think the PS3 had a bit of an identity problem.

We focused therefore in the first year and a half or so on talking about the great games and also we sent that message to all of our development partners.

I think we've done a pretty good job of doing that, which is why we've got this great raft of software coming into this holiday season. Once we've done that, then we can talk about all the other things that it can do in terms of the non-game video content, whether it's the video delivery service or the catchup TV service or the movie rental service. But none of that makes much sense unless we can say first and foremost it's a great video game console.

Mike from Morgantown

Haha I like it..

@Intellivision -

Those were exactly my thoughts. They already tried a marketing campaign touting its ability as a "media machine" and it wasn't too successful.

Now it seems they are trying the exact same message and expecting a different result.

PUSH THE GAMES!!

lol @ dandd and mike.