You guys realize this isn't about Sony trying to sell into your space, right?

The way marketing works today, is changing. Brick and Mortar stores are trying to stay afloat, as they are price shopped against the internet, with retailers selling at near wholesale prices, and sometimes below. To get and keep the shelf space as a manufacturer, you either have to bring in greater margin for the store, or you pay to get your product placed. If you want a premium placement, you even likely plan the displays, build them, install them, and then pay to have them staffed. The manufacturers even pay for the wage of the sales staff during trainings on the product, in addition to providing the trainers.

This covers the store, so if they get price shopped and buy online, the store has still made money, and covered some of their fixed costs. The internet is changing their sales model, and Brick and Mortar is trying to adapt.