Rumor: $399 40GB PS3 Release Date Oct. 30th

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The_vagabond7 said:
If they did actually do this, they would lost billions, and I still don't think it would put them ahead for the holidays. The 360 is riding it's current hype wave with Halo 3, and I doubt microsoft is going to let us forget that it exists come christmas shopping season. If anything they will drop their price and make a halo 3 bundle. The wii is still the wii and will have 2 huge titles strategically placed right when shopping kicks off, with drastically increased supply, suddenly people will be able to get wii's at will rather than hunting for the last one in some hobomart in a haunted ghost town. The PS3 will only have what it should have had from launch, a less than outrageous price point. Ratchet is no Halo, and bioshock, or Mario and Smash Bros. The bundle and price drop will move systems, but not enough of them to outdo the other two platforms in the US. That's my prediction.

It's a desperate move that ultimately I think is going to hurt them financially, and have little effect on them being in 3rd place.

why do people say this is desperation  I think that Sony really wouldn't have wanted too many people to buy PS3 too early. There wasn't the content to support it. Sure, die hard fans would pay a premium price to be an early adopter... That's why I was prepared to buy one at 600.

Could it not be possible that Sony has conciously decided that now is the time to go for the mass market? The content is getting to the point where there's pretty much a good game in all the main genres, plus more and more bluray hitting the shelves.

I really don't think that Sony would go into this without a pretty well worked out strategy... All i see with these rumours is the possible "main thrust" bit of that strategy coming to fruition? If it is desperation it's much more likely to be wii inspired than 360 imo.