They also rely on the retailers to uphold their reputation by proxy, whether Sony would do it or not is irrelevant, they don't want to be seen to practice price gouging. If Sony don't step on the practice when a small retailers is doing it, the larger retailers could start trying the same trick, which could have disastrous consequences for Sony as it sees their price advantage over the Xbone evaporate.Amir Kondori said:Except they can't do that because they rely on retailers like them to sell their console and games. They are smart in allowing the local authorities to handle it. Sony shouldn't be put in the position of handling trade law in any local country.
Also, Simply Games are packaging third party hardware as part of a 'Playstation 4 bundle' which is nothing to do with Sony, but sounds official and SG make no effort to point out that it's unofficial. Apple (and Nintendo, Asus, Samsung etc) would go apoplectic if they caught retail partners selling cheap third party tat under even the vague guise of an official bundle, Sony would be justified doing the same.
Simply Games is a small retailer, stomping on them would be irrelevant in terms of Sony's total supply, even if they weren't there is always another supplier. Sony need to remind them who owns the product that generates the demand.