In an interview with Gamesindustry.biz in the wake of the 3DS event yesterday, UK general manager David Yarnton has stuck to his guns in regards to the company not revealing its R.R.P for the 3DS alongside the UK release date.
He maintained the line that it was up to the retailers to decide what we'd be paying.
"We don't set a price," he explained when asked if they'd left retailers and consumers disappointed. "What we're seeing online with some of the retailers is that are few of them are going £229, to about £219. It's something that we can't set...different markets are all competitive. But we can't do that and we don't try to do that. We give our retailers a cost price and it's up to them what price they sell it at."
When asked about the high price against other handheld units available, he responded: "It's a new format. In the last ten years, the innovation that we've bought to the market, people may have looked at the price to begin with but it was soon forgotten because of the quality of the product and the content that's available."