Much sooner than we expected, Microsoft has cut the price of the Xbox One again, bringing it below the cost of the PS4.
The console sans Kinect now costs £329.99 over on the Microsoft Store, and the new price is already being honoured by third party retailers including Amazon, which is actually offering a white console and a copy of Sunset Overdrive.
The £20 price cut means the Xbox One is now cheaper than the PS4 in the UK, which currently costs £349.99.
Microsoft told TechRadar that it's putting together an official statement on the matter, so hold tight.
Time to jump onboard? Check out our Xbox One review