Gotta give credit to the Sony family for having such good teamwork. It's obvious that there're clear channels of communication between their exces, PR, devs, journalists and fanboy shills.
Have anyone noticed that almost all the SDF's posts or Shane's takes on the 1up podcats are basically just rehashes of Jack Tretton's latest statements? Their unity in spreading the latest Sony message is quite impressive. See PS3's 10 year plan, untapped power of the Cell, it's better to lead multiplatform development on a PS3, PS3 winning everywhere but in NA, etc...
The good thing is that it also makes them predictable and easy to troll, 'cause you know exactly what hurts them most. Just ask "why do Uncharted's explosions look like shit" or "who cares about sequels to mediocre 1st party Sony FPSes" and watch them explode.