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Home to sell non-game, physical goods from third parties?

Sony may be preparing to approach third-parties to provide phsyical goods via Home, it's recently been revealed. Marketing Week has reported that "Sony Computer Entertainment (SCE) is on the hunt for partners to help further develop its PS3 Home concept and is considering using the virtual world to sell non-Sony products." A Sony rep also said that apart rom being able to buy in-game avatar accessories, "longer term plans could include selling physical goods from third parties, such as clothing and fashion retailers through tie-ups or affiliate partnerships."

While it was almost inevitable that this was going to happen, I’m hoping that Sony makes Home more than just advergame 3.0. It seems that Sony is pushing the commercial side pretty hard, with the recent news that games retailers may be setting up shop there. Admittedly, games retailing makes sense, but I wonder if physical, non-gaming goods is a step too far. Home’s an interesting concept and has the ability to really differentiate the PS3 from the other consoles on the market. It’d be a shame if it ends up feeling like an extended advertising promo.

Source:
Marketing Week via Spong