PlayStation Japan has a teaser countdown page running right now. In its URL we find the Japanese word amimono, which relates to knitting. In the background of the teaser counter you'll find a man in a tuxedo knitting as two gentlemen in suits watch on. Sony, what the hell is going on here?
The countdown timer is set to reveal (we hope!) in about five and half days, which looks like September 1st.
Normally I would throw out some clever guess here, but the knitting and the suits (and facial hair!) have totally thrown me off.