Sony gets gamers. They understand that they become giddy over exclusive content, that indie titles press their buttons and that a cheap, powerful console results in bundles of cash being passed over the counter.
Sony are even streetwise enough to know that gamers like videos of things being taken out of boxes - following in the well-trod steps of YouTube vloggers and Microsoft's Major Nelson. They even know that gamers like Daft Punk. But, like an overly keen dad who's got ahead of himself, Sony fail in their execution of this understanding.
The following official PlayStation 4 unboxing video, which takes place in the same room as that unboxing of Daft Punk's Random Access Memories, shows just what owners will be getting their leather-gloved hands on: a network voucher, Dualshock 4 controller, power cord (helpfully), USB cable and the all-important 500GB PS4 system. Prepare yourself for the most dramatic unboxing ever conceived...
You can make your own PlayStation 4 unboxing video when it arrives in the UK on 29 November