Sony helped outfit the NBA Player's Lounge during the recent NBA All-Star weekend. As part of the whole affair, a bunch of NBA players were given custom, laser-etched PlayStation 3 consoles.
Seems the economic crisis has hit Sony's marketing budget, as these are nowhere near as impressive as those seen at earlier sporting tie-ins, like the 2007 Super Bowl. Still. Just because they're less impressive doesn't mean they're not impressive.