According to Joystiq,

"...the site only uses lower case letters, always references "two" as "2," embraces hip phrases like "here's the deal," publishes fake user-generated comments like "this is the best site ever" under the alias of True Gamer, and posts homemade rap videos full of stage props and trite "izzies."

The problem is, the domain was registered to a marketing company called Zipatoni, which is hired by Sony. And so Sony were caught out - again. In response, today they posted the following notice on the offending "blog" site:

"Busted. Nailed. Snagged. As many of you have figured out (maybe our speech was a little too funky fresh???), Peter isn't a real hip-hop maven and this site was actually developed by Sony. Guess we were trying to be just a little too clever. From this point forward, we will just stick to making cool products, and use this site to give you nothing but the facts on the PSP. Sony Computer Entertainment America"

Thankfully, under the new FTA laws, these sorts of marketing practices may soon be a thing of the past, as marketers will be required to reveal who they are sponsored by.