Whoa! What do we have here? Under a co-buy scheme, the price of the Sony PlayStation 4 could drop to as low as £299 this week in the UK. British retailer GameSeek posted a notice regarding the same. The co-buy scheme requires as many consumers as possible buying a single product, which in this case is the PS4. If the desired target sales are met, the PS4's price will drop to £299. Even if it doesn't, you are very likely to have obtained a cool discount anyway, so it's a win-win for gamers living in the UK.
Keep an eye on GameSeek's website for updates regarding the sale.