Well put. As for Sony footing the bill? On the trade-in/credits I can believe that but definitely not on the likes of the Best Buy gift cards. I am so thankful I purchased from a place that is giving me the giftcard. After doing the math my total investment in my A3 is around $45 (and this doesn't even include the value of The Bourne Identity or the possibility of 5 more free movies via the mail).