A new PlayStation 3 puts BD playback front and center, within the "Dear PlayStation" theme of its new campaign. It features an "unhappy grandchild", complaining that his grandma "won't stop watching Blu-ray movies" on his PS3. A VP for "Blu-ray Superiority" (sic) replies, "for 299 bucks you don't just get a sweet gaming machine, you get the best Blu-ray player around built-in for free."