Yeah it's the psychology of the perception of something being taken away from you by virtue of someone else getting more. Even if in reality you're getting no less than before. It's a powerful psychology that consoles appealed to strongly, the sense of 'we are all equal'... Tip toeing around that will be an important part of the messaging and marketing.
Esteem is part of what motivates us on a fundamental hardwired level, or at least it is for males. Esteem is a absolutely a zero sum game and confers substantial benefits in the competition for mating opportunities for 'winners'. It is incredibly powerful and it is why horrible, soul destroying jobs like investment banker, high frequency trader, or president of the united states, attract so many candidates.
wrt consumer products, the most profitable ones are the ones that purchasers believe will confirm some sort of status and raise their amount of esteem. The margins you can get on those products are huge. It also leaves people who don't have iphone 6s or a 400hbp electric car feeling like less of a person. It will be hard for Sony to manage this.