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I still don't believe it. They're doing this to get a spurt in sales for people to rush to "get it while it's cheap". We'll get a end of year sales announcement, they'll say "this was thanks to the $350 price point. This price resonated with fans, so we'll continue it to make our loyal customers happy" or some other PR stuff. They know they were getting smoked at $400. To all the people saying "just because Xbone isn't outselling PS4 doesn't mean it's not doing well. It's doing great! PS4 is just doing better."......ok, if XBone was doing "great" all this time, why was Kinect dropped, the price dropped to $350 for the holidays, and then $330 for BF (people were saying that recent PS4 deals, like with the camera and a game bundled free and $350 price from Amazon, are manufacturer sponsored (instead of just being retailer specific), meaning Sony made a deal with Amazon to reimburse them for the cheap PS4s. By that same logic, MS "had something to do" with XBone being $330, as well)? That's right; to beat PS4. That's clearly Microsoft's M.O. And they know that at $400, that's not gonna happen.