You can buy a PS4 for £299.99 right now
Unlike Xbox One, PlayStation 4 is rarely available for a price cheaper than the suggested RRP of £349.99. UK online retailer ShopTo is however offering the console for £299.99 while supplies last.
Update: Price appears to have been increased to £319.99, still cheaper than the suggested RRP.
The offer is available only through their eBay page, and it's available while supplies last. So, hurry up if you were on the fence.
Thanks, wotta.