SCE's UK managing director Ray Maguire has been speaking to The Guardian about the company's reasoning behind the £425 RRP of PlayStation 3.
"There's a compulsion within the media to look at everything as a snapshot, and do a calculation, normally based on just the RRP in somewhere like the US and just do the RRP in the UK. What you should do with the RRP from the US is add sales tax," he said.
Maguire argues that comparing RRPs is too simplistic an approach, due to exchange rate considerations: "When business trade, they hedge. It depends what currency you're buying against. We don't buy anything in dollars, so the dollar can go up and down.
"If it were $1.40 to the pound as it was a while ago, then the PS3 would be a bargain compared to the US; if it's anything more than that, the UK price appears to be comparatively expensive. But we're dealing with Euros and Yen - it's about the relationship between those currencies."
Any plans for a lower price at some point? "Of course, I would dearly love to have the PlayStation 3 RRP under £400, and at such time as we can afford to do so, we will."