Did Sony slash their Blu-Ray player prices?

[JaggedSac]

Is this just Amazon or is this Sony doing the slashing?  Either way, this is awesome, I can get a blu-ray player for sub $200.  But should I wait longer and see if they continue to drop before Christmas?  And it has a link for upgrading the firmware which I thought could not be done because of no ethernet.  I am extremely happy today.  Halo 3 update, Bungie announcement coming very soon, and sub $200 blu-ray.

Sony BDP-S300 1080p Blu-ray Disc Player

List Price: $399.99 Price: $199.98 Free Shipping You Save: $200.01 (50%) Special Offers Available