Less than a week after its splendiferous UK launch (free £2,500 TVs!), one supplier has already dropped the price of the PlayStation 3. According to GamesIndustry.biz, "Aria.co.uk has slashed the price of the console to under £400 -- more than £25 below the recommended retail price."

Managing director Aria Taheri says:

the price cut is part of Aria's attempt to secure a foothold in the gaming market and not a move to shift excess PS3 stock, adding, "We have regular stock coming in."