You could look at it that way, or you could see it as we're all helping ourselves and each other use our new toys to a greater extent than Sony may have dreamed, and if it happens that Sony gets good, free publicity out of it, then it really doesn't hurt us any.
The most effective marketing campaigns have always been word of mouth, the fact that they're usually also the cheapest doesn't really amount to much, since they're also usually the hardest to pull off on purpose.
