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Team Sony have been riding a wave of positive momentum after a fairly astonishing E3 in which they said that the PlayStation 4 (PS4) will launch ‘holiday 2013.’ Now, several different retail outlets and internet sources have thrown different dates out. In particular Media Markt, who have placed signs in stores across Europe citing a PS4 launch date of November 13th, 2013. Where as Amazon had slated October 29th as the big day to coincide with the release of Battlefield 4, before changing it to December 31st. It seems as though there are dates being thrown around left, right and centre. The truth is that both of these dates have been confirmed as nothing more than place holders, a clever and deceptive tool that enables a heightened sense of excitement due to perceived ‘knowledge’ that the desirable item is coming at a specific time. This is better for retailers than an uncertain limbo state when there is no pinpointed date given and thus momentum and ‘hype’ towards a product falls.