Sony's "booth" was ridiculously gigantic last year too. But seriously, about half of it was the line to play God of War 3. I think they had 15-20 stations of the game too.
They did a pretty good job of sneaking dozens of PS3s and PSPs into their booth though. It was almost all games you could just walk up and play, aside from the God of War 3 line.
Even crazier though... part of the Sony booth was 2 floors at E3 last year and GDC this year, so it's still a little bigger.
The Sony Online Entertainment area is completely separate, much smaller, and all about Everquest. I think last year it was mostly taking pictures with a booth babe in front of a green screen, and then they'd add a background to make you look like you're in a game or something.





















(mostly)