I find it funny that some think Sony wont match the Xbox 720 price because it's got 8GB DDR5 in the box. Sony took over $300 lost on the PS3 when it was launched sure they may not be in the same position they were a few years ago when they didn't have much debt but this is Sony we're talking about. They could take a $100 hit for the first year and still be profitable in the end. they even said it themselves that they didn't have to put much into R&D or build factories like they did with the PS3 so I think the price will shock a few people like the Vita did.