At least from the Indie side, I believe Sony does completely. From what I understand they pay the dev/publisher in bulk (say, per thousand) for licenses and then price the game how they'd like. I think that's why you see some PS Minis being a fiver instead of 99p, because the dev asks Sony for 99p per license and Sony then sells at a profit.
I'm not sure how it works with larger games, but I assume that a publisher can request for a title to be included in PS+ (although I believe it usually goes the other way around).
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