Is Sony.com the only retailer on the planet selling these sets? The nice thing about living in a free country is that one can purchase the same item from any one of many retailers, why not find one that will sell you the set by itself?
Last week I was in the market for an iPod touch. Walmart's website had it for $274.99, $25 cheaper than the Apple store, but only in a bundle with some stuff I didn't want, and the device in the store was 299 by itself. I exercised my freedoms as a consumer and found the 275 price at two other retailers without the bundle (took about 10 minutes).