Speaking to CNBC, Sony CEO Jack Tretton has publicly spoken for the first time about the recent E3-killing leaks that plagued the press conference. “People don’t respect confidentiality in this industry,” said Tretton, referring to the various items key to Sony’s show appearing on the internet before it started this year. “It’s tough enough to keep a secret within your own company, much less when you speak to third parties.” The PSPgo leak, the Trico leak, the Wand rumours: all ultimately damaging to Sony because these things need to be revealed in time, and in perspective.

“This is an industry that has trouble focusing on today,” he says. “We want to constantly talk about tomorrow.… You have to prepare for people to know things in advance. The frustrating thing is they only know a part of the story and that opens up a lot of conjecture and misinformation that ultimately waters down the reality when you roll it out.” He’s also concerned about the recent price cut rumours. “I can’t remember a day that people who have no stake in the profitability of our company have not called for a price cut, I think everybody but us would love to see it given away for free.”

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