Agreed on the last part. But a less cynical take: Companies like Sony obsessively track their sales metrics. If a campaign like this does go viral, and only a few percent of people actually follow through, it does create a noticeable dip in the metrics and an explanation will be demanded internally. There’s a small chance this makes certain managers a bit more careful about such decisions. In rare cases companies have taken back or at least delayed similar calls, and they don’t do so without an indication that it will affect their bottom line.

Though I don’t think this campaign will have much effect, since asking for a full week is not something a lot of people will follow through with. Also Sony is clearly banking on the fact that customers will stay due to lock-in to their ecosystem.