It's no secret that the PS3 hasn't been selling at quite the pace Sony would have hoped for. And while the sticker shock of the expensive $499/$599 MSRP no doubt is largely responsible for the slow start, Square Enix President Yoichi Wada theorizes that part of the problem is also Sony's marketing for the console.

According to Reuters, speaking to reporters in Tokyo Wada said that Sony has failed at properly positioning the PS3 from a marketing standpoint.

"Sony first unveiled the PS3 as a mighty home electronics product. Then, after some badgering from game companies, it shifted the position of the console closer to a game machine," he commented. "(The future of the PS3) would be tough if its marketing strategy is not straightened up."

And that's potentially one of the drawbacks of creating multi-functional electronics devices. For a while the PS3 was the cheapest Blu-ray player on the market. High-definition enthusiasts who didn't even care about video games were purchasing the system for their home theaters. And Blu-ray is obviously a key component of Sony's PS3 strategy, so Sony has put a lot of focus on the format.

In the meantime, less attention was paid to promoting the machine as a great next-gen console. Part of that likely stemmed from the fact that 'AAA' content just wasn't available yet (other than Resistance).

We'd assume that the marketing message for PS3 will be straightened out as more great content is made available. It's certainly in Sony's best interest to figure it out as it prepares for what will be a very competitive holiday season.