While I agree, even with my above statement, the vagueness of the announcement is part of the problem. "In the future, PlayStation will be a service" is dangerously vague. And as far as branding is concerned, what else is there? They've already made consoles, handhelds, phones and associated peripherals. The already have their own digital distribution service through PSN. What more is there to do? Even Apple doesn't really do more then that (computers, tablets, phones and a digital distribution service; which is the same thing on a different scale). What kind of "service" could they possibly perform, or "brand" that could create that they don't already provide? An online only, cloud-based Netflix-like distribution system where you pay a monthly fee and gain access to your library is only one option, but a realistic one. Making it so you can play your games on multiple platforms barely qualifies as a "service". Adding tons of social networking features is not providing a service so much as it's taking advantage of other people's services. So yeah, speculations is just that, speculation, but unless they follow up this statement with something more concrete, all we're left wondering is what the hell they're talking about, since they've already done much.