Sony Computer Entertainment Europe boss Andrew House has said more people will "upgrade" to PS3 as time goes on and the cost of the console comes down.
"If you look back at previous lifecycles, like PS2 versus N64 [sic], we have lots of data that suggests that lots of people bought into N64 as their entry level gaming device, and were happy to upgrade to a more powerful machine later in the life cycle when the price point was right for them," he told Edge Online.
"I think were going to see this later on PS3, and the fact that its a Blu-ray player as well and that theres a [greater] wealth of network based experiences than are perhaps available on the device they already have will add to the proposition."
House then banged on some more about the ten-year life cycle, and how the new motion-sensing controller shown at E3 will make everything all right. Not to mention the PSP Go. But what about that PS3 price cut, mighty House?
"I think you have to position price points around business facing issues like profitability, but I put that in the context of a long life cycle," he said.
"The great thing for me is that European consumers have understood the total value proposition that you get with PS3, not focused solely on pricing. We will have to constantly monitor that and make adjustments when all the factors come into play and make the right decisions at the right time."
In other words: look, at least you get a free box.