In an effort to dispel the swirling rumors of a price cut for Sony’s Play Station, Howard Stringer, Sony’s CEO, spoke out on rumor topics during his appearance at the Allen & Co conference in Idaho. Nor does Sony plan on selling hordes of shares to win through the slowdown. The rumors and urges for a PlayStation cost cut came from Activision Blizzard, Inc., a formidable video game publisher. Robert Kotick, Activiion’s CEO has threatened to cease production of PlayStation games if the console’s prices don’t drop.

The two companies, Sony and Activision, as businesses do, make moves that help stimulate and expand their business. “He likes to make a lot of noise,” was Stringer’s assessment of Kotick’s comments. “He’s putting pressure on me and I’m putting pressure on him.”

But for all the pressure, Stringer does not plan on lowering prices anytime soon. If he did Sony would “lose money on every PlayStation I make,” he said. And that is not something Stringer wants to do.

With a struggling U.S. market and only the faintest of glimmers on the horizon, Stringer is not in a mood for major risk-taking. He hopes that the appeal of a new trim design for the PlayStation 3 may be the fuel for higher sales—not lower prices.

Some of the more promising glimmers seem to be in Asia, with China specifically making promise of a quick rebound. “I see green shoots, but it’s a very light shade of green,” he explained, commenting on his upcoming recession panel participation.

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