Moments ago, Sony Computer Entertainment's Jack Tretton took to the stage at Sony's E3 event. The first thing Sony wanted to say was sorry.
Tretton called the PSN outage an elephant in the room, and told the assembled gaming press "You're welcome" for all the controversy and news.
"I know the network outage was costly," Tretton told third party publishers. "What's been incredibly inspiring is your support. We wouldn't be where we are without you."
To PS3 players, Tretton said, "You are the lifeblood of the company. Without you there is no PlayStation. And I want to apologize personally and on behalf of the company for any anxiety we've caused.
"I know we've taken you away from what you really enjoy doing," said Tretton. "It's you who cause us to be humble and amazed at the amount of support you give to the PlayStation brand."
This isn't the first time Sony apologized for the PSN breach. Sony Japan orchestrated a big press event earlier this spring. What stands out about this latest apology from Tretton is that his words did not appear on the teleprompter. Pre-written, maybe, but it was apparently extemporaneous, and seemed to be from the heart.