Well well well... looks like a mistake after all.
Though looks like SimplyGames has indeed pulled off the same stunt of updating the price (probably saw amazon's mistake and did the same)...
http://www.eurogamer.net/articles/2013-10-07-simplygames-your-pre-ordered-ps4-now-costs-at-least-65-more
Looks like it failed badly.
It also states how this was nothing to do with Sony before anyone starts that :)








