After turning to David Lynch and predicting the future, where does Sony have left to go? If the PlayStation 3 is any indication, Sony decided to go crazy ...

By the end of 2006, Sony had gone from confident to cocky. Not only were they launching their console a year late, but the PlayStation 3 was significantly more expensive than the competition. But Sony, who had just spent the last decade as the top player in the video game industry, was undeterred. They burst onto the market with a series of baffling 30 second spots, each set in a brightly lit room with a standing PlayStation 3.

In this variation, the Sixaxis controller hovers in place and instructs the eggs with simple motion commands. Of the three spots, this one makes the most sense. It's a practical demonstration, as the PlayStation 3's new game pad allowed for gimmicky motion controls. It's the kind of ad you can wrap your mind around ... until the crows show up. As my grandfather always said, all bets are off when the crows show up.

Sony's egg-centric spot was just a warm-up for the main course, which features the scariest doll since Child's Play. How intense is the PlayStation 3? Apparently it's intense enough to make a doll laugh, cry and say its first words. Not bad for a console that looks a George Foreman grill.

Say what you will about the commercial's creepiness, at least it shows gameplay footage. At least, I think that's gameplay footage. It goes by so quickly. You can see it in the baby's eyes, watching some sort of explosive gameplay footage coming out of the PS3. Then it's done and the console levitates off the ground. I'm convinced the whole commercial is possessed by the Devil.

The third Play Beyond iteration is neither practical like the eggs spot nor creepy like the baby. I'm not sure what message this Rubik's Cube commercial sends, but at least it grabs your attention.

Here we see more levitation, this time with a mixed-up Rubik's Cube. Somehow the PlayStation 3 is able to solve the Cube's complicated puzzle in only a few seconds. That should be enough, but what happens next brings back painful memories of that poor mouse in the S.A.P.S. spot. That poor Rubik's Cube didn't stand a chance, literally exploding into wall paper.

Admittedly, this is a cool visual; but I wonder if this is setting an unrealistically high bar for the PlayStation 3. Here the console is able to levitate, solve a puzzle and paint an entire room with five unique colors. There's no way a single game system can do all that. I'm mildly let down that my PlayStation 3 only plays games and Blu-ray movies. Sure, I've been able to get it to levitate a few times, but it's never once painted my walls. What a rip-off.