How many price-cut rumors have there been and how many times has Sony quashed them? E3 came by, but all we got from Sony was that E3 isn't the place for price cuts, which is consistent with what THQ CEO Brian Farrell said last month.

It's getting really, really old, but the idea of a cheaper PS3 is just too good to resist, hence more price cut rumors. The PS3 may be worth its weight in cash, but it'd be a hell lot better to keep the weight and keep more cash, yes?

This latest rumor comes from Analyst Arvind Bhatia from investment firm Sterne Agee:

Industry sources indicate Sony is planning a $100 price cut on the PS3 in mid-August, just prior the launch of Madden (8/18) and the start of the back to school shopping season. This will naturally be a positive for the industry.

The industry is alive and well. While software sales for the first half of 2009 are expected to be down mid-single-digits, we believe the second half, in contrast, will likely be up 10% to 15% driven by a robust lineup, easier comparisons and potential price cut(s).

So the sour feeling of having to scoot back to the classrooms could be alleviated by a cheaper PS3, but then again, people would be spending on school expenses before and during this period. At any rate, I've already gone numb with all the price cut rumors, so I'll believe it when I see the price tags face-to-face.

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These guys didn't need a price cut:

• Amazon gets big PS3 sales boost after E3