i doubt the ps4 is going to be £399, especially when microsoft looks to be going down the cheap route, if sony wants the uk to become a playstation territory then i think they should launch at £350 and £399 for the premium sku

Zavvi is usually more expensive, but they are quite a good. I still wouldn't take the £399 price they've set too seriously.

But if Sony wanted to price competitively, why did they create such an expensive console? 

I doubt it'll be £400, that's almost the same price as the PS3 at launch.

VGCharters sure have a lot of "friends".

Click the ps4 version..it's $99

OT: Placeholder

Thats true, i think they made an expensive console to try keep on equal grounds hardware wise, like if there wasn't the rumor of the next xbox having 8 gb ram i doubt sony would try to match it 

Place holders is what I told him. Sony haven't said anything about prices yet so until they do not to take these to seriously.

Placeholder prices.

That's true. If I were Sony though, I would have made a less powerful console to allow for the console to actually be profitable, or allow them to price competitively against MS. It would have still sold many units because the playstation brand is still quite strong in Europe and Asia.