Microsoft has confirmed that it's dropped the price of the Xbox One to £299.99 in the UK. The discount appears to be in force starting today, and brings the console cost down below that of the PS4.
But for that £300 you won't get Kinect, which Microsoft stopped making mandatory back in 2014.
A Microsoft spokesperson told TechRadar: "This is a UK-only retail promotion and offers great value for fans looking to buy an Xbox One ahead of the launch of 2015's highly-anticipated games like The Witcher 3: Wild Hunt, Metal Gear Solid V: The Phantom Pain and Batman: Arkham Knight, along with Xbox exclusives such as Rise of the Tomb Raider, Forza Motorsport 6 and Halo 5: Guardians."
Time to bag yourself an Xbox One?