Hey now, the PS3 doesn't officially release until tomorrow . But apparently, Italy just couldn't wait.

According to GamesIndustry.biz , Italian retailers have already started selling the PS3, thereby breaking the street date set by Sony. And of course, as soon as one store breaks the rule, they all start to break the rule, simply because it'd be bad business not to match the competitor. Retailer Darty was evidently the first to kick things off, announcing they'll be offering PS3s at 7 p.m. on Wednesday.

But in the vein of classic one-upmanship, Media World decided to start selling the system a full ten hours earlier, at 10 a.m. of the same day. Then GameStop joined the party. But of course, Sony is "very disappointed" in the rash of rule-breaking, and there is a good possibility those retailers will suffer the consequences. For now, though, all we know is that Italian gamers are getting their systems early. Good for the consumer, bad for the store…maybe.

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