You can't check out of a Best Buy or other retail electronics chain without a sales associate pushing for an extended warranty. Even Toys R Us will try to up sell you on additional coverage, but if Sony has its way, you'll go through them for longer warranties when shopping a PlayStation 3 or PlayStation Portable (PSP) console.
It appears Sony suddenly wants to cash in on all the the third-party extended warranties being sold at the retail level, and perhaps cut into those offered by services like SquareTrade. Helping to do that, Sony will offer additional accidental damage coverage, so should you fall down a flight of stairs and land on your PS3 to soften your blow, you're covered.
Of course it's all going to come down to pricing, and Sony's is fairly competitive. For a barebones extension, Sony will charge $50 to bump up warranty service on its PS3 console from one year to two years, or $60 for three years of coverage. The PSP console will run $30 for two years or $40 for three years. And the accidental damage insurance? That's another $40.
What do you think about Sony's pricing? Do you usually buy an extended warranty when purchasing electronics? Tell us in the comments section below.