Industry luminaries predicted it, and now it's happened: The UK price of Microsoft's Kinect has dipped below £100.
Despite no official price cut, the price tag of the peripheral has been slashed at nearly every major UK retailer.
Of the other major retailers, ShopTo.com is the first to plunge under the £100 barrier - with an eye-catching £99 offer.
The likes of Curry's, Argos and others on the High Street continue to carry a full price cost of £129.99 - but it is looking unlikely they will be able to continue selling at this level and stay competitive.
Microsoft recently told CVG that Xbox fans could look forward to "more and more" core games on Kinect.