Sony is counting down to a commercial for Uncharted 3. You read that right! They're counting down not to Uncharted 3, but to the airing of a commercial for Uncharted 3.
The reason they're making a big fuss of the commercial is because of this:
The guy in the shadows is apparently a famous celebrity. The commercial showing the celebrity will air in five days.
To see the spot promoting the spot (and Uncharted 3), visit the Uncharted 3 official site.