It's not like one day their TV's are $300, and then overnight they're $1000. All they have to do is edge the price up moderately over time to make back their losses. But in the end, the result is the same. The loss and increased cost is passed on to the consumer.
Also, when you're talking two or three dollar differences in prices compared to other companies. Sony owns a large portion of the gaming industry. It's not like there's 10 console makers. Choice is limited, so your point about "cold equations of economics" unfortunately doesn't hold true in this case.
My point stands - when large corporations lose money, it's normal for businesses to pass the loss of revenue onto consumers.