Speaking to Videogamer.com in London yesterday, PS UK boss Ray Maguire said that pressure for a PS3 price cut is obvious, but that Sony's got to take care of business first and foremost.
"The pressure comes from the consumers, obviously, and so therefore there's always pressure on price, but you know we have a business to run, and we have to make sure we're doing the right thing for the shareholders as well," he said.
"At the moment there's a marketplace for PS3 and I think for this particular Christmas, with the kind of quality of games we're seeing coming out this Christmas, I don't think the price of the console is going to be an issue at all."
A drop isn't necessary, said Maguire, as the system was hitting its sales targets.
"It's obviously selling extremely well in the UK and it's the third largest single territory in the world," he added.
"In the UK it's absolutely on line. Obviously actual sell through is always relevant to price point. Now the price point we're at, with the features we've got, that we obviously have to charge for, it's absolutely on target."
Maybe next year, eh?