There's no doubt that Microsoft's Xbox 360 will have the price advantage this holiday season, and if you were hoping to see a bona fide price cut following Sony's introduction of the $399.99 80GB PlayStation 3, you'll probably be waiting 'til late 2009. Speaking at the Gamer 3.0 conference in London this week, Sony's own Ray Maguire was quoted as saying that the pressure for a price drop from consumers was always there, but given that it "has a business to run" and shareholders to please, it probably won't be decreasing the PS3's price before the end of 2008.