Sony hasn't named its price for the PlayStation 4, but that hasn't stopped a handful of retailers from listing their own.
As soon as the PS4 presentation ended, ShopTo, UK retailer game GAME , and Australian retailer EB Games opened pre-order reservations for the console.
Of these, GAME is the only retailer to not actually list a price, instead taking £20 deposits.
ShopTo has set the sticker price at £399.85, noting that this is discounted 11 percent from £449.99.
EB Games is taking orders for nearly double that - 899.99 AUD.
GameStop, a major US retailer, has kept itself free of the speculation and has only a mailing list sign-up.
Though it seems odd to sell something that hasn't been priced yet, there is a possible justification in the tendency of big console releases to sell out quickly.
Even the PS Vita, so often maligned for its poor market performance, was sold out of its preorder bundles.
Perhaps retailers have decided to get an early start this console cycle - that or the opportunity to open buyer's wallets was too good to pass up.