Sony's gonna make them pay (the publishers that is)
So let’s say you have an incredibly popular demo, like the Halo Wars download that’s currently on Xbox Live. If you’re a Sony publisher, you have to pay the licensing fee, and then for the downloads. Since the Halo Wars demo has been downloaded 2 million times, you’d now owe Sony $448,000. For a demo. And these fees go on until you remove your content from the Playstation Network store.
Sony has declined to comment on why the policy was put in effect, but I think we can guess.