As has been stated, the $400 price-tag (I hate the take-off-$1 nonsense to make the price appear less) is an estimate for the Japanese launch price... however, as has been seen before, this is often not the case. Due to supply and demand at the time of launch I can see folks having to dump as much as $800 (NCSX were actually estimating upwards of $1000) to get the unit along with a pair of games in a bundle (which is exactly what happened with the Japanese PSP launch, at that time most folks were paying around $500 to get ahold of one due to how they were being sold by retailers). The US launch may actually stick to the $400 mark though, as console-launches in the US have a tendancy to be considerably cheaper than their Japanese counterparts.
All in all though, don't be surprised to see on-line retailers selling-out of their import PS3 stock despite having to charge nearly a grand for a combo-pack unit.