Are they cheaper now than the UK's second price re-allignement?

Two price cuts would normally smack of desperation - however in the current economic climate, the reality is that someone in a marketing meeting realised that tight consumer spending in Q4 this year will dictate console choice.

Putting a significant amount of light between 360 and PS3 when Sony have knowhere to go with their price point is an extremely savvy thing to do and is reflected by the recent news stories of it being the leading brand in Asia for the second month running and having the highest attach rate of the three consoles.

This isn't a short term quick fix they're going for this is a long term positioning and foundation of 2009's software strategy.

And that can only be good for consumers and ultimately retail alike. 2008 will be a Microsoft Christmas - it's up to the rest of us to make sure that the ball keeps rolling into 2009 by turning that installed base into regular games buying public.

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