PS3 launches in Europe

We decided to leave Thomas to take his PS3, free TV and courtesy Hummer ride home at this point, and turn to the second in line - Shadie Chatfield, 19 years old and a self-confessed Sony fangirl.

"It's been very tiring, but it's been a really good experience - I've really enjoyed it. Apparently we are the first people in the world to sleep in a Virgin Megastore, they've never allowed it before, so that's a cool thing. They treated us so well," she said.

Meanwhile Chatfield's boyfriend, Anthony Brophy - who had waited in the queue with her - was across the other side of the store talking to Big Phil Harrison, who made a surprise appearance at the event, perhaps to the disappointment of those who'd been hoping for Ian Wright and Nell McAndrew. "My girlfriend loves PlayStation, and she thinks you're amazing. Would you sign her console box?" Harrison, smiling and looking a bit surprised at the whole thing, replied, "I'd be delighted."

Although Harrison was a little more reluctant to talk to the press, Maguire had plenty to say.

"The launch has been great, considering that we weren't allowed to let people queue up outside and there were loads of restrictions," for example.

"People waiting for 36 hours and sleeping overnight is absolutely unbelievable - it shows the affinity people have for the brand, and it's really humbling."

Maguire's Sony UK chum, PR boss David Wilson, was on hand to address the issue of stock supply - and the suggestions from some critics that having consoles on shop shelves at the end of a midnight launch event indicates that no one really wants one, actually.

"We've got more stock for this launch than we've ever had before for a launch. A lot of retailers are going on the record saying for the first time, along with really good pre-orders, they'll actually have free stock on shelves for people to walk in and buy - and that's a great message," he said.

"It's always great to say, 'We sold out.' But it's probably indicative of the fact you're not being very good with your supply.

"With our stock it's less tempting for less scrupulous people to exploit the situation, either by people at retailers forcing people to take loads of games - as happened at the PS2 launch - or scalpers putting them on eBay and taking a huge premium."

It wasn't just present-day Sony executives who made an appearance at the launch. Also there to show his support was old hand Chris Deering, ex-SCEE boss, former head of Sony Europe and the man responsible for establishing the PlayStation brand on this continent more than a decade ago. Deering retired from Sony in late 2005 - but now, experiencing the PlayStation 3 launch, did he wish he was back in the fold?

"Feels like I never left," he replied with a chuckle. "There's the same enthusiasm and excitement I remember with PSone, when I was in this very store playing Tekken with Richard Branson at the launch. I won, believe it or not, much to my own amazement - I wasn't even trying to beat him, but he was so bad... PS3 is great, and good things come to those who wait."

And according to Chris "Branson beater" Deering, Sony's new console has been well worth the wait. "If you make the analogy with airplane engines, everything up to now has been a propeller plane - and this is the first jet," he said.

"I think people will come to understand just how much horsepower exists under the bonnet of PS3, the versatility, the interactive use, the entertainment use..." he added mixed-metaphorically.

"But never forget that PlayStation is about games, and the games are going to be unbelievable."

Deering wasn't the only one talking up the capabilities of PS3, or remembering console launches past. Said Harrison, "I've seen PlayStation 1 and PlayStation 2 launched on Oxford Street, but this is the most meaningful for me personally, because I think it's so important not just for our industry but for UK consumers - the fact that they're going to get the best machine with the best software support, the most Network service and the firmware update...

"They had to wait, and I feel really bad about that. But I'm hoping we can make it up to them with the quality of software that we've got coming out."

Amongst those who had to wait was the girl who wanted Harrison to sign her console, Shadie Chatfield - and he naturally obliged. But after the experience of spending 36 hours camping out in a shop to get her hands on a new console, will she ever do it again?

"This is brilliant, so yes, I think I will. For PlayStation 4..."

But that's as much as ten years away, according to Harrison, and right now even the future of PS3 is unclear. Sony has pushed a lot of boundaries, taken significant risks and been given a fair old kicking, and there's work yet to be done.