"In the past, it was a small screen experience. It was something that was very difficult to have from a social perspective," Koller explained. "Those things have changed." And with change comes, well, a lot more change. The kind that rattles in your pocket. Says Koller: "For us, the PSP is a very high growth, high margin business and something that is a very good product for us." He allegedly likened it to a "gateway drug," with first-time gamers (users?) eventually following their noses to Sony's PlayStation 3. The images there are like, so vivid, man.