Valid but somewhat of a contradiction...
The article hits the nail on the head, however at one point it advises Sony does an EA and stays mainstream and simple (e.g don't oversell the likes of LBW), and another point it advises that Sony should be cutting edge and playing with the genre formula (which is what it is doing with LBW)...
Anyway good read, take heed Sony.
Biting the hand that feeds IT
