You can put this one down as one of two things: Cheeky or a blatant rip-off.
We think we'll go with the latter.
Over in the States, at the Best Buy store in Staten Island, New York, the superstore is currently offering the "Firmware Upgrade" PS3 for $329.98, which is $30 more than its usual PS3 retail price.
The issue being that the firmware upgrade is available for free, direct from Sony, as soon as you hook up any PS3 to the web.
So basically, Best Buy are charging $30 to save customers the hassle of a 15 minute upgrade.
What's annoying about this is that it will exploit vulnerable people, and non-tech savvy types, who might be buying a console for a relative as a present.
Best Buy is obviously banking that people will want to buy the best PS3 version for their loved ones.
It's a bit of a dirty trick, and the retailer deserves all of the negative press it gets over this.
See also - A Brit's Guide to Best Buy