Many PS4 owners may have seen Destiny appear in their libraries this week, despite not owning the game.

But though the icon may appear as usual for a game, clicking on it will merely take players to the PSN store page for the NZ$115 title.

Sony dubs the addition "featured content": theoretically, it pre-downloads games Sony believes players will like, so as to reduce download times in the event of a purchase.

"Our long-term vision is to reduce download times of digital titles to zero. If we know enough about you to predict the next game you’ll purchase, then that game can be loaded and ready to go before you even click the buy button," said PS4 designer Mark Cerny back in 2013.

But in this case, no game data is downloaded - just a link to the store.

Sony has a considerable marketing stake in Destiny, making the "featured content" feel more like an advertisement than a feature.

Players can turn off featured content by navigating to Settings > System > Automatic Downloads and unchecking Featured Content.

Or they can pay up and get the game Sony wants them to have.