Eurogamer: Is the PS3 going to remain the most expensive console on the market?

David Reeves: I think it will, yes. I'm not saying there are going to be any price cuts at all in the short term or the medium term. I'm not saying we don't need to do it - we are expensive. It is possible that as the cost [of manufacturing] comes down, we will be able to do it. But we're protecting ourselves with a very hard shell to get through the next one or two years of an economic situation. If you're experienced, you know you have to go into that mode - it's like being an armadillo. You have to be hard, and then you will come out when the sun comes out. If, as an industry, we can get through the next six to seven months, we're going to find a massive uplift in September and October. I'm very optimistic about it.