UK retailer Play.com has put Sony Ericsson's Xperia Play up for preorder at a hefty £519.99 - about $840.
MTV Multiplayer turned up the preorder, which is for an unlocked, contract-free handset.
The listing has a release day of March 28.
Sony Ericsson has not revealed official pricing for the unit, so it's quite possible this price will drop substantially before launch.
For comparison purposes, an unlocked 16 GB iPhone 4 currently sets UK purchasers back £510.