Does this smack of desperation?

It appears that Sony was so desperate to get some publicity for the long awaited launch of the Playstation 3, they decided to give all the people who had queued for up to 24 hours outside Virgin megastores a free 42inch Sony Bravia plasma tv worth around £2000.

A fanatastic deal for those people who had just paid £425 for their new Playstations, but you do need to wonder what Sony gets out of this, apart from being £250,000 out of pocket. Sure, you're going to get some publicity, but its going to need to do a lot more to convince the public to stop buying Wii consoles and spend the twice as much on a Playstation 3