It was always going to happen. 2011 has seen just about every tech manufacturer worth mentioning rushing headlong into the tablet market to try and nab a piece of the iPad's massive market share.
Problem is there's just not enough to go round, and the market is starting to correct itself. The HP TouchPad has already fallen by the wayside, and Dixons has now slashed the Motorola Xoom's price in a bid to generate some much needed sales.
And it's not even the first price cut either, but the net result is that you can now pick yourself up a Wi-Fi-only Xoom for as little as £329, a full £150 cheaper than the original RRP.
This is the same tablet that was singled out by Google to introduce Android Honeycomb, and which just a few months ago was seen as one of the few tablets that could give the iPad a run for its money.
It doesn't bode well for the multitude of other tablets out there that don't have the TouchPad or Xoom's pedigree.
It's great news for the consumer, of course, with the fierce competition meaning prices are likely to continue dropping for the immediate future.