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I agree £180 is a reasonable price, but with currency fluctuations, they are waiting until closer to launch to announce the price. Just for comparison:

DS: £100
PSP 3000: £130
Xbox Arcade: £130
DSi: £150
Xbox Pro: £170
Wii: £180
Xbox Elite: £230
PS3: £300

So by that, £180 may still be a little high, a £160 price point, or even £150, would be much better, but £230 is definitely out of the question, and I hope this is just GAME getting things wrong. Play have it at £250 though...