i don't know what it is, and neither does Sony!
but that way, if Microsoft comes up with a spectacular release announcement at the VGA's they have 24 hours to throw something together to upstage them.
i heard it personally from the VP for F.U.D.

“It appeared that there had even been demonstrations to thank Big Brother for raising the chocolate ration to twenty grams a week. And only yesterday, he reflected, it had been announced that the ration was to be reduced to twenty grams a week. Was it possible that they could swallow that, after only twenty-four hours? Yes, they swallowed it.”
- George Orwell, ‘1984’