Well now. We have a MSRP for $499 and $599. That's what Sony is reccomending and retail outlets will surely use that as a benchmark. The real question is this, how much is this thing really going to go for? We know that NA is only going to get 400K systems. Now during christmas, this is going to be hot just because it's christmas. So what's the eBay price on this puppy. I'm guessing that it's going to be around $2K atleast. The XBox 360 was going for that at launch window. I can see the PS3 going for that easily. Also the price will inflate because of the short supply. Personally, i'm going to get a Wii and laugh as this goes on, cuz you know it's going to happen.