Sony's E3 Efforts

Sometimes I do a post to simply bookmark something for future reference. And this is certainly one of those occasions.
Sony has put together This Site for some self E3 coverage. Maybe they don't think that the journalists attending E3 will be covering Sony's announcements correctly or something because this site feels unnecessary, but the thing I really don't understand is why the streaming video show on the site has be targeted at twelve year olds!?