The company doesn't plan to expand that particular campaign, which was known as White Room. This time around, PlayStation 3 will be promoted more traditionally, by highlighting all the features of the system.

This year we wanted to show that the PS3 is the center of various extraordinary entertainment options," explained Kim Ngyuen, SCEA Marketing Manager, to GameDaily BIZ.

"In general, the way I would describe the White Room is thought provoking compared to this new campaign, which is visually provoking; you have to watch it several times to catch everything being shown. There's just so much the console offers, and we're trying to emphasize that."

"We wanted to show that, firstly, the games are here this holiday; come and get them," she continued. "Secondly, we wanted to demonstrate that it is an entertainment powerhouse. So the iconography [we used] was a way to demonstrate those points."

Some games that will be highlighted during the marketing will be Ratchet & Clank Future: Tools of Destruction and Uncharted: Drake's Fortune, as well as powerhouses like Heavenly Sword and Warhawk.

And yes, they'll be highlighting the fact that there is a Blu-ray player inside of the system, a fact that has been lost on many a gamer.

"Blu-ray is an important part of the PS3, and it's a big selling point that we have a high definition movie player,"" she said. "So we're definitely calling that out and PlayStation Network. We'll be starting with the campaign online and then start transitioning it onto TV in the first week of November."

As long as we never, ever have to see that baby again for as long as we live.