This is competitive marketing at its best and one can readily see what can happen when a mfg takes off the pricing handcuffs to its retail resellers. This camera is a steal at list , imo. With all the buzz about it, retailers are expecting heavy demand and as long as the supply pipes remain full, then the pricing wars will continue for the consumer's $$ .
I'm not sorry I paid list,though. It was important to get my hands on this little baby before the Easter holiday. I waited as long as I could for the local B&M stores to get inventory but it wasn't meant to be. I knew prices could drop and most of those stores have their "competitive" pricing guarantee that offers refund of any lower price within 30 days.