“Allow me to introduce the worst kept secret of E3,” joked Kaz Hirai, president and chief executive of Sony Computer Entertainment of America [WSJ].

Although we’ve heard about the PSP Go for a while, Sony announced today that the PSP Go will launch in the U.S. in October 2009. Sony’s new portable gaming system will be priced at $249, which doesn’t seem very competitive since that’s $80 more than the current PSP-3000 and anywhere from $80-120 more than the portable gaming giant – Nintendo DS.

The coolest new feature, or one of them, is that games, movies, and music are downloaded and stored on 16GB of internal memory. No more crappy little discs!

Still…I am curious how Sony thinks that a higher price point will position them competitively considering the DS has sold more than double the number of PSPs.