They shoulda just done a cheap-ass pop open door if you ask me. The thing is freakin ugly too

they did it to try and draw some attention away from the wii u, now stores can announce the "new" playstation, and people "might" hesitate before buying a wii u.
I somehow doubt it. There's like zero promo material coming from Sony, which means its all up to retailers to try and push it. They won't bother. It's not any different, it's not any cheaper, and it's not even available in different colors (Sony, you're idiots for not taking advantage of something that simple the 3rd time around).
Plus, retailers stand to make far more money with the Wii. EVERYONE buying a Wii will need/want controllers, games, and accessories to go along with it, and that's where they make their money. People will buy games with the PS3, but not like they will with the Wii.
Console sales alone literally cost money. The margin is 1% or less typically, and that 2-3 bucks doesn't even cover the time and money spent shipping, stocking, and selling.