"An absolute outrage!"; "Shameful exploitation"; "I love living in rip-off Britain". Just a small selection of reader reaction to the news that the 3DS would sell for around £230 when it debuted in the UK.
Although a number of brave retailers now offer it for £187 following a furious tit-for-tat price war, that's still considerably higher than either the DS (£129.99) or GBA (under £100) when they hit the shelves, not to mention substantially more than the $250 (around £165) that US gamers will shell out for the device.
So, are we being ripped off? Or is Nintendo - and your chosen retailer - offering consumers the best possible value for money given what the machine is capable of?
Perhaps unsurprisingly, Nintendo itself would have you believe its new box of tricks is worth every penny. Back in January, Nintendo UK boss David Yarnton told Eurogamer that the 3DS is "really good value".
"The fact it's a 3D entertainment device - you can't get anything that's 3D at that sort of price without having to wear glasses as well. Get that one in."
By and large, retailers and industry analysts agree.
"I have no concerns that the £220 price point is sufficient," EEDAR analyst Jesse Divnich says. "The 3DS is a beautiful piece of technology, one that all core gamers should experience. I don't foresee the £220 price point hindering any purchases."
Wedbush Morgan mouthpiece Michael Pachter has no problem with the figure either.
"I'm sure people will complain in a really tough economy, and I don't blame them - it's clearly expensive. However, the fact is the device will be in tight supply, with probably fewer than 500,000 available for the UK market, and so Nintendo is charging what it thinks the market will bear."
HMV marketing chief Gennaro Castaldo also sympathises with gamers, but added that in the long run, the tag is just about right.
"I can see why it sounds like quite a sum of money to some people, but we're talking about brilliant new technology here that will have cost many millions to develop, so it's understandable that Nintendo and other parties involved feel a need to make a return on it," he tells Eurogamer.
"Also - think how many times it will be used and enjoyed over its lifetime, so as players we'll end up getting a great deal of value out of it over a number of years. Very little comes cheap in this world, and we all know that if you want something of real quality, then you have to pay for it."
As Castaldo says, Nintendo's desire to make a profit on the gadget is perfectly reasonable. But how much, exactly, is it raking in?
According to a "preliminary estimate" handed to Eurogamer by David Carey, VP of technical intelligence for UBM TechInsights, the cost of the system's raw materials comes in at $101 per unit (around £61.76). That equates to around a $15 (around £9.17) increase over the DSi, which launched in 2009 for £149.
Compare that to the 3DS's initial £230 asking price and you wouldn't be blamed for smelling a rat. Bear in mind though that the DSi was released relatively late in the handheld's phenomenally successful life cycle, at a time when Nintendo could afford to take risks, having already made back a significant wedge of its original R&D investment.
Of course, on top of the raw materials there are also a number of other costs to consider, such as labour, marketing, packaging and distribution, not to mention those sizeable R&D costs to recoup. Naturally, Nintendo won't reveal what its margin is or what it charges retailers per unit. However, a reliable retail source tells Eurogamer the going price is £170.73.
It should be noted that, when approached with that figure for clarification, a Nintendo spokesperson replied, "Total rumour and speculation - no comment." However, if that £170.73 figure is accurate, that means Nintendo is pocketing around £108.97 per unit sold.
And what of retailers' cut? Even for those still offering the handheld for £220-230, it would seem there's very, very little money to be made for the humble shopkeep.
On top of the buy-in price Nintendo demands, retailers also have to factor in 20 per cent VAT - which goes some way to account for the difference between the cheaper, but taxless, US price.
If retailers are paying £170.73 per unit, VAT takes it up to £204.86. Then there are labour costs to consider. That's tough to put a figure on, but a general rule of thumb dictates that between 15 and 19 per cent of all retailers' revenue goes on paying staff. Even at the conservative end of that spectrum, a shopkeeper isn't going to see much change from £230.
That figure might surprise you, but bear in mind retailers don't expect to see a great deal of profit from hardware.
"Little known fact, the margin on hardware for retailers is incredibly small," points out Divnich. "Retailers make the profit on the games and accessories. Typically retailers see a 20 to 25 per cent margin on the games and 40 to 60 per cent on the accessories."
Even so, it would seem that those brave vendors offering the device at £187 will take a massive hit in the name of grabbing market share.
"By the time you take into account the VAT and various other bits and pieces, [retailers charging under £200] will not make a brass penny piece," clarifies Don McCabe, CEO of the independent CHIPS retail network. "Even for an online outfit, it's still going to cost them money to sell it for under 200 quid."
McCabe insists that retailers willing to sell the 3DS for less than its designated value are doing a disservice to Nintendo, the device itself and the industry at large. Essentially, he argues, the 3DS is actually worth a great deal more than the £200 many of you have probably already put down.
He reasons that smaller retailers need to make some profit on the hardware, so if national chains and online stores undercut them they're less likely to stock the product.
"It means that consumers won't go hands-on with the machine," he explains. "You don't get hands-on via mail order and supermarkets very rarely do demonstrations.
"What happens is, your early adopters are going to buy the machine come hell or high water. It doesn't matter whether it's £200 or £230, they still would've bought it. But early adopters will not make the machine. It's wave two and wave three that make the machine and the only way that's going to happen is if people see it, feel it, touch it. 3D is very difficult to get across in a TV advert or in a newspaper. People need to experience it."
"We saw it with the Dreamcast. A critically acclaimed machine, but only the early adopters took it on, and it died," he continued.
"For a machine to grow and be viable, it needs to go beyond the early adopters. The actions that the Tescos and the mail order people of this world take have a detrimental effect on that."
McCabe also argues that such heavy discounting prior to release sends a message to consumers that the machine might not be all it's cracked up to be.
"What does that tell you as a customer if a product is discounted before it hits the shelves? If you see one retailer selling at £230 and another is selling for £197, you think, what's going on here? Is it not as good as it should be? Is one retailer dumping their stock?"
Judging by the record-breaking pre-order numbers and strong Japanese sales, that's not a concern many gamers seem to have acknowledged. If you're still weighing up whether the 3DS is worth your hard-earned cash though - the second and third waves as McCabe puts it - you'll have to decide whether Nintendo has earned its £100-odd profit. Over to you.