Sales of PS3 hardware have enjoyed a significant spike in the UK following the machine's price cut.
A reliable retail source has told MCV that Sony's machine saw a sales increase of nearly 65 per cent week-on-week following the decision to cut the RRP of the base model to just 199.99.
What makes that especially good news for Sony is that its heavyweight marketing campaign has only today got fully underway.
An extensive 5,000 run of six-sheet public posters ads hit the UK High Street this morning and many retailers have only today got their in-store POS for the new price in place.
With the arrival of Deus Ex: Human Revolution this Friday marking the long awaited arrival of the holiday shopping season, there's every reason to hope for an even better performance from the console next week.