PS3 price cut - Euros "see the value of the machine," says House

SCEE president Andrew House reckons Europeans appreciate PS3's value, and the console's cost will only come down when Sony's goddamn good and ready.

“Not to harp on about it, but the PlayStation 3 has a ten-year life cycle and there are issues of cost and profitability,” the exec told MCV.

“We will make that move on price when all those factors are aligned.

“Would people buy more when they are cheaper? Of course. But on the other hand there is an inherent marketing challenge. In Europe I think people do see the value of the machine, the Blu-Ray and network services and take that all into consideration instead of just focusing on price.

“But we will look at price and will address it when the time is right.”

And when will the time be right? Cologne, apparently, as we're being told with alarming regularity.