One could argue that when Bloomberg wrote back in spring that sony is worried and therefore is planning equal/reduced initial numbers compared to last gen despite ps4's success and will wait for microsoft to announce pricing first, that would also be something harming the image of the company.
And the proper way for a corp. to "hammer down" false claims is to present the truth. you know, to clear every doubt and set the record straight.
Here we see a responce "we dont comment on manufacturing, but bloomberg is wrong"
Now, I am not saying that Bloomberg is right and Sony is wrong, but Sony's response here is imo less than it should be.
Pretty soon the chips will fall to the table though, and things will be de facto proven.