Many are speculating whether or not the current PS4 shortage is a genuine supply problem or an artificial issue created by Sony to stimulate interest and demand for their new console. SCEA CEO Jack Tretton has explained, while speaking on the latest Playstation Blogcast, that the supply issue on hand is a real problem for the company, stating that creating an artificial shortage before the holidays is silly, given the competition their console faces from Microsoft and their Xbox One.

“Do you create an artificial shortage because you want there to be a feeding frenzy? No you don’t,” Tretton said. “You have competition out there; there are lots of things that people can spend money on, especially during the holidays; and the holidays only come around once a year so that’s really when you want to take advantage of the market opportunity.”

Tertton explained that the issue stems from the amount of time it takes to make the console. It took Sony months to manufacture the initial one million PS4 units that have been completely sold on day one.

Tretton even gave up his own PS4 launch unit to sell it instead. “I don’t have one yet because I’m like ‘No, sell it,'” he said.

Sony expects to sell 3 million units by the end of the year, and they’re well on their way with over 2.1 million units already sold as of writing.

Sony has also launched the console in 12 new territories. The company announced on a post on PS Blog that “players in the Czech Republic, Hungary, Greece, Slovakia, Turkey, United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain, Oman and South Africa,” are all able to buy the system; which will due well to help hit the 3 million unit mark.