They had a $299 Limited Edition Gold PS4 which was $249 for 9 days the moment it came out. It sold amazingly well based on Amazon, it came in at #30 on the monthly rankings for June. The only console SKUs which sold better in June were the Uncharted PS4 bundle and Neon Ninteno Switch according to Amazon.
Ah ok yeah that makes sense.
I realised now I was remembering the UK market, where they dropped the price to £199. Bah my brain sometimes.