Activision CEO Bobby Kontick has been calling for Sony to drop the retail price on its PS3 console for quite a while now. He was hoping that a lower-priced model would be introduced at E3, which did not happen. Valve has been claiming it won't support the PS3 because it is too difficult to develop on, while various others have claimed it requires the biggest budget out of the 3 current-gen consoles. Kontick has now made the bold statement that if Sony does not cut the price, the attach rate will drop further, which might eventually cause Activision to drop PS3/PSP support by 2010/11.