After the long-awaited big reveal of the PS5 the other day - along with the accompanying meme cavalcade - Sony Interactive Entertainment CEO Jim Ryan has given fans an inkling of how much the futuristic console might eventually cost.
Well, he didn't put a number on it as such, but he's offered his opinion on the debate.
While Ryan refused to actually stick a definite figure on the PS5, he said the conversation should be framed in terms of 'value' and added that Sony are more interested in that than whatever arbitrary figure they end up pinning on it.
Sony has suggested before now that the PS5 might be a touch on the pricier side, but Ryan told the BBC that they're concentrating 'on getting the value equation right'.
That doesn't sound like the words of someone who is planning to sell off any electronic games devices for a small amount, does it?
Of course, there is always the chance that they're simply waiting for Microsoft to blink and reveal the price of their next-gen Xbox product.
We'll just have to wait and see.
Ryan explained: "Conventional wisdom and history show that our business is one of the more recession-proof businesses.
"We must be more attentive than ever before to ensure that the overall value proposition in terms of the console and the games - the range of games, the quality of games, the quantity of games - makes this something that our community aspires towards."
The accepted wisdom - whatever that is based upon - is that the PS5 will come in at around $500 (£399).
They were widely criticised for flogging the PS3 for $600 (£478) so would presumably fear a similar backlash if they were to go down that route once again.
Either way, PlayStation will have to get it right if they're to win the next skirmish in the seemingly never-ending console wars.