$50 has been cut off the price of the Xbox One Titanfall bundle in the US on the Microsoft store.
The console can currently be had for $449.99 directly from the platform holder. It also follows similar discounts from a handful of the nation's biggest retailers.
Don't forget that Microsoft last month ushered in an official 30 Xbox One price cut in the UK, although it insisted at the time that it would not be doing the same in other territories.
Whether this latest move is simply retail-led promotion, or a price cut in all but name, or even a precursor to an official US price cut remains to be seen.