Although last week's unveiling of the PlayStation 4 was received well, one question was left reverberating around the room as Sony Computer Entertainment CEO Andrew House left the stage: why didn't they show the box? It was unprecedented for a console announcement. Alright, Nintendo didn't actually wheel out a Wii U at E3 in 2011, but there were at least pictures of the thing.
For Sony, there will be a certain irony to the fact that so many people are fixating on the appearance of a plastic box after a conference that delivered a good two hours of new games, feature reveals and technological vision. Sony's messaging at the PlayStation 4 conference was centred firmly on what the new console offers (the PlayStation "ecosystem" in corporate-speak), rather than the piece of hardware. What's much more interesting than the PlayStation 4's eventual appearance is the reasoning behind the company's decision not to show it.
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