Ubisoft boss Yves Guillemot openly speaks about Sonys pricing strategy, saying (what were all saying pretty much) - Its too expensive and therefore wont sell enough. According to Guillemot, the PS3 price must drop rapidly in 2007 if they want to compete with Microsofts Xbox360. He dropped the words in an interview with Bloomberg, who are estimatng that Sony will sell 40 million PS3s by 2008, while Sony is counting on selling 100 million in the PS3 lifespan (5-6 years). http://digitalbattle.com/2006/07/02/ubisoft-boss-wants-ps3-pricecuts-already/