I don't necessarily mean lowest price," said Ryan - warning that the console will likely set gamers back a substantial amount at launch.

In our area it means games, it means number of games, depth of games, breadth of games, quality of games, price of games...

Yes, they want to send a message that they are keen to provide value.  However, this value will not come in the form of a discount on the price on the console at launch.

At least at launch, though, the PS5 looks likely to sell for somewhere around its previously rumoured price of £449 (or $499 in the US).