I also disgree lor. If brand image is about increasing its price to make it look branded, then this company is hopeless le...
Sony merely shoot themselves in the foot badly. What is there for them to lose in long term if customers are buying it at slightly below RP? It only show that they are sucking blood quietly (and happily) but doesn't want to share the pie with others. Imagine if price hits say below $800 and more ppl start buying, it will also create a craze of ppl getting it and from there Sony builds a bigger share of the market.
I don't care what branding strategy they have. Punish the shops, not the consumer who buy it legitimately. Do I have to check with Sony if Major retailers have sales below rrp if at that price have valid warranty. No they have to honour the warranty.they are also not above the lemon law. No clause they put can override the law. Know your rights.

