Forgive my long comment, but this really is an amazing deal, especially when you couple it with Sony's other offers. I don't know what would stop anybody from picking up a PS3 now if they are remotely interested in the current and future games and plans for this system.
Let me break down the options for those that might not know. $499 for the 60GB model. If you apply for the Sony Card from sonystyle.com, you will get a $100 credit after your first purchase - I did this for...
You are right, however there may be some that would have picked up these movies anyway, and even though this doesn't necessarily give you another $100 off, I don't know anyone that wouldn't find great value in getting 5 free blu-ray movies (marketing spin included). That's my only point.