No shit. Pull a Saturn... there's a reason why people say "pull a Saturn": It was a fucking failure!
No you misunderstand. That was because Sega had nothing leading up to the Saturn's announcement. Sony has an almost fever pitch built up for PS4. How do you think people would react if they were watching Sony's Gamescom conference and Andrew House goes, "The PS4 will be available...today"? Mad people would be rushing to their closest stores scrambling for one. It would be insanity.