The Electronic Entertainment Expo (E3) has once again become the biggest event in the gaming industry. That is why a lot of companies like Microsoft, Nintendo or Sony have made some big announcements at this year's edition.

But at least in regard to Sony fans are still left a bit disappointed as they believed that this would finally be the time the Japanese company would announce a price cut for its expensive PlayStation 3 console. Such a thing hasn't happened though, as Sony only launched the PSP Go! and a few other new things.

That is because E3 is a consumer show focused on new content and not a proper venue for announcing a price cut, at least according to the head of PlayStation marketing in the US, Peter Dille, who talked to Kotaku recently. He revealed that a plan was made for the PS3 and that the price cut announcement wasn't a part of it.

“From our perspective, this show is all about content,” said Dille. “We believe that our content story is unrivaled. It's really a relentless line-up of great exclusive games that will speak volumes to the value inherent in the PS3. Obviously people come to E3 expecting all sorts of announces. We've got a plan in place for the platform. A price drop at the show wasn't part of it.”

While the Xbox 360 has its cheapest model at $199.99 and the Wii is at $249.99, the PS3 is still the most expensive, at 399.99 dollars. Hopefully some news will arrive in the near future from the proper venue and long time procrastinators in terms of buying a PS3 will be convinced to make that investment in the Japanese console.

Until then though, the price will remain the same, even though rumors will always deem it a certainty in a short amount of time.