They had to go and bite the bullet, explained Sony boss Kazuo Hirai in regards to their Blu-ray choice. Simply put,  it appears that they had "no other choice" but to have Blu-ray into the PS3. But there's more than meets the eye. Find out how Hideo Kojima fits in the equation.

It's been a pretty tough year (make that three, actually) as Sony Corp. continues to struggle to get out of the red zone, with its profits for the game division plunging deeper. But newly appointed CEO for game and network businesses, Kazuo Hirai, is adamant that they will be able to bring back the  division to some good, old, crispy profit.

Howard Stringer has taken up the title of President to add to his already long list of titles, and under his reign Sony will be undergoing a major organizational change. The PlayStation group included.

Details after the link.

After all the fighting words Kaz Hirai and Aaron Greenberg slung at each other's console offerings, here comes Michael Pachter to the rescue! Well no, not really, but seeing as how he's never been one to shy away from a chance to get himself heard, he's thrown his own two cents in on the issue.

It just never ends. Sony's Kazuo Hirai recently threw some mud Microsoft's way when he said that the Xbox 360 had "no longevity," and that the PS3 will have a higher install base by the end of its life cycle. Aaron Greenberg, Microsoft's fanboy spokesperson Xbox Product Management Director, has a few things to say about that.

From the Kaz man: "It's difficult to talk about Nintendo, because we don't look at their console as being a competitor. They're a different world, and we operate in our world - that's the kind of way I look at things. And with the Xbox - again, I can't come up with one word to fit. You need a word that describes something that lacks longevity."

This feels like a case of identity crisis. The PlayStation 3 has been marketed so much as a Blu-ray player and home entertainment hub that Sony Computer Entertainment head Kaz Hirai had to reaffirm that "the main premise of the PS3 is video games." No, really?

Sony has stated before that they won't be giving their PlayStation 3 console a price cut, but president Kazuo Hirai has expressed confidence that the console will still hold its own against its lower-priced rivals. More from Kaz after the jump.

If you had the chance to go back and do things differently, what would it be? Kaz Hirai answers this question in his interview with EDGE, and reveals that he would probably have been a bit more prudent with the marketing strategy of the PlayStation 3.

There's no better competition than with yourself. Kaz Hirai recognizes the virtue in pushing challenges for oneself more, and so they're doing just that with their new set goal for the PS3. What's this new goal? Exceed PS2's lifetime sales. Now we all know that's a whole lot, right?