For UK I remember hmv sold the PS3 at £425 so the price point isn't that bad.
You do get a Kinect2 included of course but I think at this price they should include an incentive like 1 YR free Live Gold service or at least a free game with the system.
Then again how much is an ipad or a top end phone these days?
Even more interestingly what spec/price of PC do some of you think will be required for BF4 @ 60fps. Im willing to bet it will be more than £429
Will be interesting if Sony undercut them but I reckon £350 - £399 is their ball park and it probably wont be the price that really makes people choose one or the other.