Sony Computer Entertainment chairman Kaz Hirai has attempted to shoot down rumours of a PlayStation 4 reveal at this year's E3.
We reported on similar comments earlier this week from SCE president Andrew House, who told us Sony 'wasn't even contemplating' talking about anything to do with future console iterations.
Hirai backed up House's comments to CVG when speaking to press at CES, as reported by the Wall Street Journal.
"Andy (House) is absolutely right in that we are not making any announcements at E3," he said. "I've always said a ten-year life cycle for PS3, and there is no reason to go away from that."
Of course, that doesn't mean Sony's next console definitely won't get a mention at the big June trade show. There have been plenty of whispers of PS4 and Xbox 720 reveals at this year's E3.
However, when we quizzed Sony's Worldwide Studios president Shuhei Yoshida on the PS4 recently, he just laughed and said: "I don't know what you are talking about."