It's sustaining the brand though and keeping Sony as "high brow", if you cast your mind back they were seen as over-priced and under-specced not so long ago.
Also the reach of these ads post-launch is quite astonishing... the general public love them?!
We all know it's not about buying the product anymore, the campaign's still a success IMO... they should perhaps move the concept on a little now though, I agree with that.