Actually, Kyros has a valid point which you just proved.  You said...

"Why would they need Sony gaming division? Cell has shown to be underachiving, sony studios arent really moving consoles with their games, they already share pretty much all the great exclusives....

Bluray is the only aspect which could seem interesting but even that would be counter-productive of their goal for digital distribution."

It's a fact that the PS3 has outsold the 360 worldwide since November of 2007.  So PS3 software both 1st party and 3rd party are moving consoles while 3rd party developers have comment that the Cell is a very powerful processor, and they are learning more and more about PS3 development.  There is a reason why 3rd party developers are sticking with the PS3.  These are facts.  And Blu-ray is not counter-productive with digital distribution since it's best for companies to diversify their offerings.  SONY can still profit from Blu-ray as the HD optical media standard while also profitting from digital downloads.

And why do people think that Microsoft tried to aquire Nintendo before the release of the Xbox and the Gamecube?  They wanted Nintendo to stop making consoles and just make software for the Xbox.  Thankfully for the sake of gaming, that didn't happen.