As the article pointed out, Sony wasn't shy about pricing the PS3 absurdly high, at least initially. I think we can also look at Sony's pricing decisions with respect to the new Vita and older PSP, both of which launched at $250-300. If I'm not mistaken, that price was significantly higher then other contemporary handheld systems. Sony has never been a company to price its products at the low end of the scale, and I do not expect them to suddenly decide to do so with the PS4. Looking at the current competition, the Nintendo Wii U is placed at $299 for the no-game, limited internal storage model, and $349 for the version everyone wants. You can be certain, absolutely certain, that the PS4 will be priced higher and almost assuredly will have more powerful and more expensive hardware. Sony's lowest price is unlikely to be less than $400 (or $399), and I think it is more likely to be in the $450 range. Sony doesn't have the luxury of emulating Microsoft's business model and taking a loss on the hardware with the anticipation of making it up through hardware sales, nor does it have a handheld system that is selling enough units to pick up the slack in the way Nintendo does.