The best thing I can relate this to is the Blu-ray launch. I think this is like a rewind for me, a lot of the same questions, where people were saying, 'I've got a huge DVD collection; why would I upgrade to a new type of media?' And someone has to push it out there to show it's a superior technology and to show that it can achieve widespread adoption over time.

You know, Sony's been very good at sitting on that bleeding edge and pushing out products that show that, 'Hey, there's a 3D Bravia you can buy, but it's not just for watching Cloudy With A Chance of Meatballs in 3D.' You can play interactive entertainment in 3D so it's a full experience.

So, it's a distinct strategy that we've chosen to take to be on the bleeding edge and drive the market into these new experiences. So we're not worried about quick adoption rate. We're driving people to adopt period.