Looks like $300 at Target online. Surfing the web, I found one e-tailor offering it for 200 with free shipping. I have a feeling this will be one of the frequently discounted machines for the holiday season - Blu Ray affordability finally nears the mass consumption level.
FWIW, I'm watching the Panny BD35K. At the moment, it's under $250 at Amazon, but the price seems to change hourly. Throw it in your basket and watch. It's kind of like watching the stock market - but in this case, lower is better!
TVJon