Taiwanese netbook pioneer Asus launched the Eee Pad Transformer in the UK yesterday, and already a price war looks to be in the offing.
US electronic retail giant Best Buy recently started listing the tablet-only portion of the snap-apart notebook for $400 which translates into about £250 in real money.
We have a sneaking suspicion that this might just be another one of Best Buy's headline-grabbing 'accidental' pricing balls ups, but with a price a little shy of a hundred bucks cheaper than the bottom-of-the-line iPad, the Eee Pad could find favour among the terminally Apple-phobic.
The Nvidia Tegra 2-powered 10-inch proddable PC uses Google's built-for-tablets Android Honeycomb operating system and, at that price, could upset the Apple cart.
We just can't help thinking that the official UK launch price of £379 ($608) is just too far away from Best Buy's offer to make it believable.
UK punters are well used to being abused when it comes to international pricing but that's just taking the pixels.
Then again, perhaps BB is planning to sell the keyboard half of the two-part device at a massive mark-up in order to make up the loss. Now that really would be sneaky.