I have to commend Sony's pricing reveal strategy here vis a vis the competition. The NGP will be expensive. Sony knows it, we know it. However, by delaying the reveal of the final price for as long as possible, they avoid having potential buyers balk immediately at the price and going to the competition. Rather, they can draw them in and make people want it more (i.e. increase the product's perceived value), so that by the time they reveal the price, people have already made up their minds to buy it.
Also, it means that no value-to-dollars comparison between 3DS and NGP can be made in the minds of the average consumer for the first few months of the 3DS's life. They can build up hype without reality getting in the way. Essentially, they can attempt to do to the 3DS what they did to the Dreamcast.
I think building yet another Spruce Goose is a mistake, but given that as a fait accompli, they're handling the rest of their strategy masterfully.