In the market for an Xbox One bundle, but haven't taken the plunge? You're in luck, as UK retailers have launched a new ridiculous price offensive against Microsoft's console today, bringing the price down to £299.99 and below for a huge range of competitive bundles in an effort to undercut each other.
It's a brutal and cut-throat war that matches even some of the Black Friday deals, and there's only likely to be one winner.
The Game Collection launched the first salvo when they knocked Xbox One price down to £279.95, but Currys wasted no time in raising the stakes with an insane £329.49 for an Xbox One Kinect bundle with an extra controller and a year of Xbox Live Gold thrown in!
Things have been escalating ever since, with even top-tier Evolve bundles now being slashed down to size, not to mention in-store offers. Our email and twitter feeds are lighting up with even more offers and we suspect that other retailers will likely try to follow suit throughout the day.
This follows a prediction from everyone's favourite
accountant with delusions of grandeur celebrity analyst, who reckons that the Xbox One will never increase in price following last year's discounts. By the looks of things, he's probably right if retailers have anything to do with it.
So if you've been sitting on the fence, perhaps it's time you seriously considered buying into Microsoft's console. What was a hilariously overpriced and bloated disaster at launch is now a lean fighting-fit contender with a great games library and more on the way. Naturally you should only consider buying a games console if it offers games you're personally interested in, since they're only an investment in the loosest possible use of the phrase, but with prices this low it might be a good time to catch up on the likes of Forza Horizon 2, Sunset Overdrive, Titanfall, Dead Rising 3 and more before the biggest new games of 2015 start to launch.
Even our PlayStation correspondent, Brendan, is "struggling to find excuses not to own one now!"
Did you take advantage of today's ridiculous slew of Xbox One bundle deals? Still holding out? Never planning on buying an Xbox One, regardless of the price? Have your say in the comments!