I think Sony's loss are a bit lower than everybody expect because of accessories - sixaxis, HDMI cable, PS2 memory cards reader, remote controller - this stuff is pretty essential and high-priced. It helps for sure. Anyway I think they will not drop a price before X-mas. There is enough support from Sony-fanboys to keep sale at reasonable level to the end of 2007 (350k-500k a month WW)