Nintendo of America president Reggie Fils-Aime has said he expects consumers to be "pleasantly surprised" by Wii U's launch price.
The executive told IGN in a video interview: "Nintendo believes in being a mass market product, so unlike our competitors when they've launched historical systems to maybe start at a really high price and work their way down, we don't believe in that.
"We want to launch at a price that's going to represent an ongoing great value. If you look at the Wii, we stayed at $250 for a really long time, so we're going to give that same level of thought to Wii U."
Fils-Aime added: "How do we launch at a value that we're going to be able to sustain for a long time? I think people are going to be pleasantly surprised, if you will, about the way we're managing value equation."
If you missed Nintendo's E3 press conference earlier this week, here's a three minute video summary cutting out all the boring bits.