"We've just heard back from Sony: the price is £199, though retailers will be free to charge what they like.
Hopefully, it will be priced to avoid becoming the flop that the first Google TV set-top box, Logitech's Revue, proved to be. Logitech wanted $300 (£193) for Revue and at that point had no access to apps."
...but it seems not.
I figured $200 would translate to £200, seems to be the norm. But why they think a £199 box will be a sales success when the £193 Revue failed miserably (and that was without alternatives like the RaspberryPI/XBMC and the various ~£70 Android 4 HDMI dongle devices widely available) I have no idea.
If this device was around the £100-mark I reckon it would be a good buy, especially if Google somehow managed to announce a proper IPTV service (you know, so GoogleTV has *TV* in it) for it. But unless retailers heavily discount this I don't see it happening.