OK, thinking about it, this isn't as bad as I thought it was.
3D avatars have been around way before consoles implemented them and achievements have been around, so Sony doing them isn't that surprising.
HOWEVER, its hard to deny that this is Sony playing follow the leader (or in this case the leaders) instead of trying to do something new that sets them apart. And Sony DOES have the tendency of copying ideas from other companies.
In fact, I see Sony as the poser kid in school. The minute he sees someone with an unique style he will go his way to copy it. Some like him better than the original, others shrug it off.
In all honesty, what annoyed me was Sony's comment that Miis don't work because gamers want 3D realistic avatars. Way to generalize the whole world, Sony!
And finally, Sony is so deep in crap right now cute ideas will not help it now.