In all likelihood, buckets of money. Compare MS' or Sony's ADVERTISING budget to the ENTIRE budget allocated to the DOJ's antitrust division:

• MS: $945M (reportedly)
• DOJ: (2003) $140M

My google-fu on financial info breakdowns for publicly traded companies is obviously weak, but Nintendo said they were going to spend $200M on marketing the Wii *alone*, so it's likely that Sony's advertising budget for the PS3 ALONE is on the order of the entire allocation for the DOJ's antitrust division.