Remember back in the 80’s when Video Killed the Radio Star? Probably not, but you may have heard some shitty band like Simple Plan cover the song on an equally shitty album called Punk is So 80’s ( I don’t know if that is a real album or not, I’m just guessing). Either way though, just as Video Killed the Radio Star, The internet is killing the PS3. Despite the fact that the PS3 is the only console in recent memory that hasn’t be cracked wide open by hackers and had all of it’s software distributed via bit torrent the internet has decided to kill Sony’s console the old fashioned way; rumors, gossip, and innuendos.

This week Sony’s hardware go-to-guy John Koller (he’s actually the Director of Hardware Marketing) addressed all the recent rumors swirling around with regards to either a PS3 price cut, or the introduction of a slimmed down PS3 Lite of some sort. While he addressed the rumors, he didn’t really talk about this issue. Koller had this to say about the PS3 pricing and model rumors that have had the internet abuzz for the last month.

If [the coverage] focuses more on leaks or what may or may not happen then yes, there is a certain amount of frustration. I think we have a tremendous story to tell today, and I think the path that we’re trying to lead is much different than Microsoft or Nintendo. We view a little bit of a different future, who’s going to get to the future first? I think that’s a more interesting story than ‘I found some packaging in China that may or may not…’ you know, personally I don’t see that as a story.I’d love to live in a world with fewer leaks and more meat

The interviewer (who’s account of the meeting can be found here said that when he asked about the new/price reduced unit Koller’s entire demeanor changed. Personally I don’t blame him one bit, I actually think he’s right; the trouble is he’s dead right. We know that Sony is working on a newer iteration of their console, that’s what console manufacturers do. As long as gaming technology continues to grow exponentially that’s what they will continue to do. It’s pretty basic, as the technology that the original PS3 was built on creeps closer to obsolescence it becomes cheaper and smaller, so a redesign with cheaper smaller technology is a no brainer. It will happen, it’s just a matter of when.

The problem is that with the rumors of a price cut, or slim PS3 running so rampant consumers put themselves in a holding pattern. With the latest gossip being a $100 retail cut in August you’d have to be pretty impulsive to not be able to wait until August if it meant you could save 100 bones. Which is why Sony has to address the issue head on. Koller has every right to be upset, I would be too. There’s nothing worse than not being able to execute a business strategy because of an unforeseen factor. I think that’s what happened here though. If Sony is planning to do a price cut before Christmas everybody knows about it anyways so just bite the bullet and do it now. If their strategy moving forward didn’t involve a reduction this year then say it now, and stick to it. All that they are doing by giving consumers a reason to second guess their decision to purchase is giving their competitors a chance to steal customers. So as much as it might be tough, now is the time for Sony to be upfront with the public and tell us what’s going on.

Like I said, I can appreciate their frustration. With the internet any asshole with an opinion (myself included) can tell hundreds of thousands of people things that have no basis in fact about any issue they want. It might not be fair to companies like Sony but that’s the way it is, and Sony needs to be responsive to that reality.