Yep, fonts are an important consideration for a brand. They help convey the image and personality of your product.
In this case, the font Sony's chosen is already "owned" by the Spiderman movie franchise. Most people don't even know the font's proper name - only that it's "the Spiderman" font. What Sony should have done is find a different font or create a new font especially for PS3. Something as unique as the machine itself.
Based on GAF reaction, the overall opinion seems to be negative so far. The font is just too closely associated with Spiderman. This could hurt the console's image as the brand loses some of its hipness and coolness and the originality it's been known for in the past. On the other hand, for some gamers who like the Spiderman movies, the font may actually be attractive.
My opinion is it's a poor decision (lazy? or just a lame attempt to create synergy with Sony's 2007 summer blockbuster?) that actually weakens the power of the brand.