And that's just the thing.
Is Killzone 3 a surprise?
LittleBigPlanet 2?
InFamous 2?
MotorStorm 3?
No...these titles were all expected, and they're all coming out in roughly a year's time.
Sony did the same thing last year, only they chose to unveil their titles at a gamer's day convention in April.
Uncharted 2 was unveiled well before E3 and still ended up winning game of the show thanks to an amazing on stage demonstration and great trailer.
All of these titles that Sony has revealed, that we expected, have only been given brief glimpses and at E3 we should be seeing a lot more of these titles.
And it's not like they're alone in this regard, Microsoft employs the same strategy. Gears 3 and Halo Reach have been revealed for a while now.
Build up hype and momentum for what you're expecting, and save E3 for the unexpected.
It's a good strategy, I'm sure Sony has a few surprises in store.