We didn't want it to be seen as a competitor to the other handheld gaming devices in the market. We wanted to offer consumers a completely new world, as we did with PlayStation and PlayStation 2. So we looked at what would be the right value proposition to consumers in North America and decided including all these accessories... plus the demo disk and [the ability] to enjoy 'Spider-Man' out of the box was the best value proposition.
Kaz Hirai