Very sweet.
I think they are trying to be more mysterious with the TV ads. The playb3yond site is about showing you what the PS3 can do. More for the gaming fans since they have more realistic views on what the PS3 can offer.
You have to remember that you cannot compete with people's imagination. No product will be better than the one you hope for so in marketing you just let that person build up the product in their minds. Remember you dont have to tell someone how good a product is, you just have to remind them it is there.