In August of 2006 Kaz Hirai was quoted saying he and Sony saw the Playstation 3 as “having a 10 year life cycle.” By the time the PS3 was released that November, Sony was being attacked by many and defended by only a few stalwart cheerleaders of the brand. At that point Sony’s public relations nightmare was only beginning. The high price point, the missing exclusives, the lack of rumble—the internet critics found much to despise in the former golden child. Fast-forward to more than two years later, and the PS3 is trailing the Xbox 360 by a significant margin.