Sony Presser @ Gamescom is 3 hours?

Just looked at the schedule for the press conferences at Gamesom, Cologne, and apparently Sony's press conference is from 6pm to 9pm on the 18th of August. What the Hell are they going to do for 3 hours? Let everyone go up and feel the PS3 slim?
 
EDIT: Put up a link

They probably invited James Cameron to speak about "Avatar"...that'll kill about two of those hours.

Thanks for clearing that up ververdan, but lol @ PenguinDust