Yes folks, it's the latest and greatest rumor surrounding Sony's next-gen entertainment box. And at this point, it looks like it might be close to the truth. Let's face it, the technology the PS3 will be packing (i.e. BluRay and Cell) is simply not yet widely distributed—BluRay will not have been implemented into enough electronic devices to warrant a PS3 launch price that will presumably compete with the Xbox 360 ($350?). The PS3 is going to cost at least $400, if not closer to the $500 mark. Of course, in the estimated five-year lifespan of the next-gen console, the PS3 will certainly see a series of price drops that could help Sony end up on top in the long haul. Time will tell.