Not only is it marketing, it's damned effective marketing. Do you folks really think that they were trying to hide it, when all anyone had to do is a whois lookup? You believe that they were so short-sighted as to not realize that? "Private" registrations are $3.00 extra these days. Don't you think that they knew this? Almost all registrants offer it to you when you register a domain nowadays - it would be hard not to know about it.
So you all go ahead and laugh at them for their "inept" viral marketing. Judging by the rapidly rising number of comments on the web site, it's worked perfectly. They may have pissed off some customers with this; but the word of mouth and name recognition they'll get from this will pay off a hundred times over.
Well done, Sony.