The PSP2 debuted with laundry list of features, but according to Sony Computer Entertainment’s president, Shuhei Yoshida, some of the “cool” elements had to be removed to keep prices low. “I can’t talk about a definitive price at this stage. But since the very beginning we had a target in mind. So, when considering various features, we always had our price range in mind,” said Yoshida. He also added that, “There were elements that we found pretty cool, but had to set aside to remain on target. It’s a big lesson we learnt from the PS3. There’s no point putting everything you want into a device and doing the math later. We always had the price and consumer in mind. We had to sell something that people could buy.” In order to compete with the 3DS, retailers have said that the PSP2 needs to be affordable. Even after removing these cool features, the PSP2 might not succeed.