Naim Psm, a 26-year-old Queens student who immigrated from India, said he was taught to call it the Queensboro Bridge.

WSJ: Ed Koch Bridge��but Still Called Another Name

"It's the name people here know who don't speak English, Queensboro Bridge is the name they learn, " Mr. Psm said.

WSJ: Ed Koch Bridge��but Still Called Another Name

The hype machine is officially rolling as more details leak from the latest PSM article detailing how the PS3 will change the world upon it's launch later this year.

ENGADGET: Sony Playstation 3: Say goodbye to your Tivo, your iPod, your..........Xbox 360?

Public Service Media (PSM) is media which fulfils the same public purposes as public service broadcasting, but uses digital media and platforms, including the Internet, instead of broadcast television or radio.

UNESCO: Public Service Media