Despite all the hustle and bustle surrounding Sony's unveiling of the PlayStation 4 last month, one core element was missing - the console itself.
Despite showing off a wide array of upcoming games, the new DualShock controller and talking about some of the cool social technology that's going to be integrated, Sony decided that now wasn't the time to show the actual console.
In a recent interview with the BBC, Kaz Kirai, the CEO of Sony, stated that the decision was made because "we still have a long way to go before the actual product launch and there are going to be a lot of opportunities for us to talk about and provide additional details on the PS4."
"It wasn't actually a launch, we just talked about the console and there will be more information to come. It keeps people guessing and that's a good thing."
It's rumoured that Sony will use E3 as a stage to show off the PS4, as they will have a dedicated platform with the majority of the world's media focussed in. It would also be the ideal time for them to show off the hardware to media outlets during the remainder of the show.