They've actually done that for a while now. Look at the PSP and DS war. Everyone thought that the PSP's graphics and multimedia features would totally hand the DS's ass to itself, but I guess not.
As for that ad, it's pretty funny. The PS3 is a powerful console with some great games like MotorStorm, Metal Gear Solid 4, Final Fantasy XIII and Resistance: The Fall of Man. It's just not worth the price tag for what it gives. Maybe after some price cuts then I'll even consider it.
As for the controller, it's light, but in terms of originality...Sony fails. They've never even come up with anything original for the gamepad. The original Dual Shock was essentially the original PS1's gamepad with added rumble, and they later added two analog sticks as an afterthought. Then the PS2 comes around and it's the same design but in black and it's renamed Dual Shock 2. All the SIXAXIS is essentially a Dual Shock 2 with tilt-sensors, Bluetooth technology, trigger like R2/L2 buttons and a center PlayStation logo that acts as a button and goes back to the PS3's menu (Xbox 360 biteoff). Other than that, it looks the same, minus the rumble. It's just a shame that they couldn't come up with anything new and original, and when they actually try they came up with the turd known as the boomerang controller. Sony FAILS.
Even Microsoft had enough sense to reshape, redo and revamp the design of the original Xbox's Controller S into the Xbox 360 gamepad. It looks nice, is light and actually looks good. The SIXAXIS just doesn't match the PS3's convex shape and looks rather off.