I think they are waiting for E3 to show more stiff.
The Killzone “gameplay video” instantly reminded me of the Killzone 2 debacle at E3 2005. Here’s the video for those that don’t remember/never saw it: http://www.youtube.com/watch?v=SJOds-R-WVs
Basically they showed this trailer that they swore up and down was actual gameplay but later game out and admitted it was a render.
Weird to have this huge announcement and not show the actual box or price. Nobody does these things like Apple. You’d think companies would learn from them.