UK retailer Aria.co.uk has slashed the price of the PS3 to under GBP 400, more than GBP 25 below the suggested retail price. Speaking in a brief interview, managing director Aria Taheri stated that rather than putting money into marketing, they like to keep prices low – so that the money is passed on and customers are happy.

Via GamesIndustry

Read more: Pachter: $499 PS3 Not Going Anywhere, Backwards Compatibility Loss Explained, US retailers drop 20GB PS3, Rumor: PS3 To Get $100 Price Cut July 15, No PS2 like price-cuts for the PS3