Sony Computer Entertainment's UK MD Fergal Gara has struck back at criticism that that company hasn't shown off the look of the PlayStation 4 yet.
Stressing that its much more important that the company show case what "the damn thing" does, Gara complained that Sony had faced some "cynicism" for now showing off the device at the New York announcement event.
"I understand that frustration but frankly, a box is a box. Is that really the most important thing?" he told Videogamer.
"It's much more important to see what the damn thing does. The shiniest piece of black, green or purple plastic ever, you know, whatever, so what? It's not the most important thing."
Sony bigwig Shuhei Yoshida recently explained that the company has yet to finalise the hardware design and wasn't able to get it ready in time for the February 20th show.
"Our focus here was to show some games and talk about the key principles – we wanted to save the unveiling of the actual console," he explained.