SimplyGames, a retailer in the UK, has been in the news this week after it emerged it was trying to strongarm customers preordering a PS4 into spending more money.
Here's what's happened: customers who originally preordered just a PS4 from SimplyGames were told last week that in order to remain in the "line" for their console, they'd need to spend extra money buying an unofficial bundle deal that included a game (Watch Dogs) and second controller.
Spend the cash and they'd keep their spot. Refuse and they wouldn't be guaranteed a PS4 on launch day.
SimplyGames director Neil Muspratt tells CVG that the "offer" will remain in place, claiming that most people were happy to pay, and "it's just commentators who have stirred it up".
Commentators and Britain's Trading Standards Institute, the government body responsible for overseeing and enforcing consumer legislation, who having been alerted to the deal say it's against the law.
"This appears to be profiteering", a representative from the Trading Standards Institute told CVG. "The seller is raising the price hoping people either drop out or pay more. If they drop out the seller can resell at a higher price to another customer".
"It is illegal and up to the Home Authority to intervene if the seller is UK based", they add. "This is one of those occasions when swift injunctive action is needed to prevent consumers being ripped off."