Not, it's not some random bloke holding an answering machine: this is top Sony salaryman Ken Kuturagi with the new PlayStation 3.
There's something more than a little Battlestar Galactica about the design of the new machine: curved top, sharp front, incorporated booster jets and hyperdrive.
Are we surprised? A little. Is it better than Xbox 360? I'm not sure. But if you really want to find out the lowdown and leave your thoughts, then pop over to our Gamesblog, where the debate is already heating up.
(Photo by Stephen Shugerman/Getty Images)