It's another 'great idea' for gamers that's been thought up by someone who obviously doesn't play online games.
When using the PC to play online games, what's the biggest pain in the arse? The time it takes to find a game and join it.
Xbox live is an excellent service, although, as I'm mainly PC gamer I prefer the 'old fashioned' way of joining online games (via the in game browser). Anyway, yes, xbox live is a great service for a console, not always quick, but far from complicated. It's drawbacks of course are not being able to 'fine tune' the connection parameters. Xboxlive is more orientated towards friends setting up a game to play, rather than the usual 'pubbing' play of PC gamers.
SONY's idea sounds great, but in the end people will just find it an overblown pain in the arse; at least with xboxlive all it takes is a few menu clicks to get what you're after, be it online gaming, demo's etc...
As for PC online gaming, well, these days any online game with less than 32 players seems somewhat empty, and, as console games rarely exceed 16 players online, they feel very lonely indeed.