Whoa!
Two possibilities. Either Sony has some really big announcements, and they want to make them in a really special way to generate more buzz and anticipation. OR...they don't have anything huge to announce, so they've opted for something a little out there to puff themselves up and look more impressive.
If it is the first one Sony must be really tight lipped about what they will show. MS, EA, and Ubisoft all have hints or have given a taste of what they will show and that seems to be working out for them, However, I suspect it is the second one seeing as they have not stirred up much of a buzz.
Then again, Sony has been the tight lipped one recently waiting for the competitors to show their hand a bit before they show theirs (with the exception of the console announcement, but it wasn't a full reveal either because they waited until E3 for that) and it has worked out quite well for them in the past year. This might be more of the same.
I am interested in what exactly they are keeping so quiet if that is the case. Maybe their VR thing is close to being done...or Fallout 4 will be announced.
Do I have to pay? Do I have to sit by other people D: ?