Insatiable, that's what the games industry is.
Despite the fact that Sony revealed a bucketload of information about the PlayStation 4, footage of several impressive games, the promise of more from over 70 companies, a sleek new controller, and enough specs to please any tech-head, there was one thing missing: the console itself.
But Sony Worldwide Studios boss Shuhei Yoshida has assured PlayStation fans that this is nothing to worry about, joking that the platform holder needs to save something to show off at E3.
"The console is just a box," he told Polygon. "The controller was very important to show because it has the share button, but the console is just a share button."
Yoshida added that Sony's goal for last night's reveal was to explain the philosophy of PS4, summed up by its five pillars: Simple, Immediate, Social, Integrated and Personalised.
Expect to see more of the box at E3.