Sony UK boss Ray Maguire believes the slow-starting PS3 has only begun to hit top speed as competing formats run out of steam.
"Yes, we might take a bit longer sometimes to bring a product to market, but when we do, we bring you the most powerful gaming platform ever to hit - and it will be something that will around for a very long time," Maguire told our sister site GamesIndustry.biz.
"It's nowhere near even halfway through its lifecycle, and I could argue that some other competing formats are on their way down right now."
Maguire joked that Sony hadn't worked out how to "have a child in less than nine months", although rushing games and software was something the company is keen to avoid.
He used PlayStation Home as an example of this; an oft-delayed and ambitious project, but one that needs to be right on day one, rather than being endlessly patched to meet expectations.
"We have to make sure that things are born at the right time, that the infrastructures are right and are tested, and that they actually work. It's one of the things that PlayStation has been known for - a plug-and-play mentality, rather than a patch-patch mentality.
"Getting it right is more important than getting it out quick, and I think it's very difficult to make that decision, to hold something up, but again I think it was the right decision to make sure that we were defining along the line where it is that we're trying to go to."
Home will roll out to the masses as an open beta sometime this Christmas, supposedly, before launching fully in 2009.
Head to our PlayStation Home gamepage to find out more.