Update: watch this MEGABURN from Sony.
CNET: During Sony’s E3 presentation, the Playstation 4 producer capitalized on the controversy over Microsoft’s Xbox One and restrictions on used games. The PS4 will not have any restrictions on buying used games or lending games to friends, and players will not have to authenticate their console over the Internet once every 24 hours like next-gen Xbox gamers. In addition, Sony announced the PS4 would cost consumers $399, or $100 less than the Xbox One. That one’s gonna leave a mark.