I don't think the author is justified in their criticism because it's our fault Sony and Microsoft make these announced announcements about announcements. They're Pavlov, we're the dogs, and the bell is the announcement. If you don't like it stop salivating.
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Just a quick announcement to let you all know that there has been an announcement that there will be an announcement on 20 February from Sony about ... something. Announcement, announcement, announcement. The word has lost all meaning to me as I have read it so many times but I do know one thing, that all these announcement, announcement, announcements are an effort by Sony to get us gamers slavering like tigers at the zoo when the fat camp kids trot by. All aboard the hype train everyone. Toot, toot.
Well I am not having any of it because what we are going to be told on 20 February is that Sony have been developing a PS4 with a tenuous release date of Q4 2013, after which the suit in charge of the bleeding obvious at Sony is going to inform us that night follows day, the Pope is indeed a Catholic and that bears enjoy their poops 'al fresco'. Of course there might be a few shocks as well. New Little Big Planet. No way! A Naughty Dog exclusive. Stone the flaming crows! New Gran Turismo at launch! OK thats stretching things a bit.
You know that last episode of The Apprentice where the finalists have to present a new kind of shoe or something and its all a bit uncomfortable, well imagine that but with a bigger budget to spend on indoor fireworks and professional dancers. The only surprise will be which slightly confused celebrity will be led on stage. You know that Sony wont be cutting corners with a Kardashian but when Jay-Z (or whoever) comes bounding into the spotlight there will be plenty of navel-gazing after the inevitable awkward banter where Kaz Hirai asks Jay-Z 'Does Beyonce let you play games in the front room?' (Oh Kaz you card) and Jay-Z replies 'I played Street Fighter when I was a kid but don't bother much anymore can I have my cheque please?'
But fear not this will all be washed down by the thick, dry wheatgrass smoothie of a powerpoint presentation where lots of specs will fill up the screen and people like me who have to put up with this kind of brain laxative for a living will glaze over and start wishing they could go back to a time when our dreams of a wild new electronic frontier were alive and well. To think that I labelled all that pointless speculation and flimsy conjecture as a waste of time. Such ignorant guesswork seems like paradise now although on second thoughts this announcement, announcement, announcement probably won't hinder it by much, in fact it might crank it to 11. Will we never learn?
Then when all the dust has settled on Wednesday and caretakers are sweeping up all those drunken journos, throats sore from all that hooting and hollering, we will all feel a little bit hollow, desperate to fill the void within us that Sony have failed to. In our terrible sorrow we will have no choice but to start thinking about the next earth-shattering announcement, announcement, announcement when (and you'll never believe this) Microsoft will tell us that they have been developing a new console (shut uuuuuup) with (are you sitting down) a new (get ready for it). Halo! Its like stepping out the Matrix people.



