PS4 has yet to recieve an official price point but that has yet to stop one retailer from taking pre-orders already. Zavii, European retailer are sending their newsletter subscribers links to secure their PS4 console for £399 and games for the console at £69.99.
Of course, if the numbers happen to change in the future they’d probably take some losses; but early sales will likely benefit the retailer.
Check it out: Zavii