Rob Fahey of GamesIndustry writes: "The first true price cut of the new generation of consoles, which I explored a little last week, has done what you'd expect it to in the first few days - driven a spike in Xbox 360 sales, and given Microsoft a fresh angle for its promotion of the console. Sales were up 40 per cent over the weekend in the UK, and the new GBP 159.99 price point of the Arcade model has been heavily promoted - with a new marketing push focusing firmly on the new entry-level price.
One concept which has slipped readily out of the mouth of Microsoft's European Xbox supremo Chris Lewis in the wake of the price-cut is "mass-market". The Xbox 360 Arcade is now, after all, the cheapest console out there - undercutting Nintendo's Wii by a fairly significant GBP 20 margin in the UK.
'Dropping the price of a system to under GBP 100 will make little difference if the system and its software aren't already attractive.'"