Sony has told us that SonyStyle's PS3 prices, which just became among the lowest online, have nothing to do with the platform holder.
"SonyStyle and Sony Centres are franchises. We deal them as we do any other retailer and they have their own freedom to create offers and promotions, just as other players in the market can do," a Sony spokesperson told Eurogamer.
SonyStyle dropped the price of the 80GB PlayStation 3 to GBP 259.00, and lowered the 40GB model to GBP 249.00. Those are better numbers than competitors ShopTo, GAME, Amazon and Play offer.
However, many of the latter offer console-plus-game bundles, which often present better value for money, a bit like dogs.
Last week, leaked info from an annual Sony staff meeting suggested PS3 pricing will get "more competitive" next year.
The Xbox 360 became the cheapest console on the UK market back in September, before Microsoft launched a beefy Christmas campaign and rolled out the New Xbox Experience.
The result is expected to be a sharp up-turn in Xbox 360 sales, and a Microsoft "win" this Christmas - or so believes Aaron Greenberg.