Sony PS3 for $299 USD???

Okay the photo is sideways and uploaded from my celly. This banner was posted outside of a gas station in Dallas, Texas. It says you can win a Playstation 3 through some game - in small print it says SRV $299. Now why would it say that when we know the cheapest PS3 is $399? Maybe Sony has a secret weapon for Nintendo afterall. Nintendo says $199-249 for the Wii and Sony counters with a $299 PS3... that would mean a WHOLE lot more for $50-100 - including a Blu-Ray player. Hmmm...

PS - had more photos but they didn't upload correctly! stupid cell phone!