"We actually have a couple of names for this beautiful little device," Sony Computer Entertainment president and CEO Kaz Hirai joked while unveiling the new model of Sony's handheld game platform. "First we called it the 'worst-kept secret of E3.' " Rumors of a PSP successor had been floating around the Internet for years; the weekend before the press conference, any remaining doubts were erased when footage of the PSP Go leaked to the Internet. The considerably smaller and more ergonomic device was designed to compete with both the new Nintendo DSi and the iPhone, with its burgeoning market for games. With 16GB of flash memory, the PSP Go does away with Sony's failed Universal Media Disk format, downloading games directly to the device over the Internet or off a memory stick. It probably is the worst-kept secret in E3 history, but at least Sony can laugh at that.