The Nintendo 3DS carries a trade price of £173, it's been reported.
If true, then retailers are slapping on a 33 percent mark-up on what they're paying for the handheld, if they decide to sell at £230.
Our colleagues at Games Radar report: "I got talking to a representative from one of the major supermarket brands in the UK, who told me that Nintendo is selling 3DS units to him at a base price of £173."
At its Amsterdam press conference this week Nintendo failed to specify an RRP for 3DS in Europe, however retailers soon pencilled the device between £219 and £230.
That's allegedly quite a jump then, but Nintendo's still insists you're definitely getting value for money.