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Somehow, if I were Sony, I'd say "under 100 dollars" to check whether consumers are going bonkers over the price. If they are, then announce the real price (lower) afterwards at E3 for example.

If they went extremely low, they'd give MS an insight into their pricing strategy and I wouldn't do that. If Sony has their slot planned AFTER MS on E3, they might be thinking of changing their price depending on the Natal price, imho