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Something fishy here. I reckon they were informed of a lower price by Nintendo and then Nintendo Japan decided on a higher price so Nintendo UK honoured their original trade pricing based on a £200 retail price. Perhaps Nintendo allowed them to buy a certain number at the reduced price which was beyond its pre-orders so some extra will be available. There certainly isn't going to be a profit margin that allows that level of discounting and games consoles have a notoriously low retail margin. The profit is in the games and accessories.