It never ceases to amaze me how low Sony (and it's related companies) can go. What legal eagle thought this was a good idea? At least a normal business suit should have seen the marketing value.
This reminds me a bit of the MikeRoweSoft thing[1] from a few years back. For SE's sake, I hope they come to their senses like MS did.
Yeah, Sony was not so smart here. However, Apple has also done something similar: http://en.wikipedia.org/wiki/Think_Secret. However, Apple really seems to have come to their senses in recent years.