White was not available at first in USA, just red & black. Black wound up being the better seller, so Sony is making deals to distributors for quantity. I found that full compass in Madison has it for $202.30, and I got Sweetwater to match down to $210 with free shipping monday morning, since I'm in the same state as FC, and I'd have to pay sales tax.
So play the price matching game. I heard B&H (I think it was them) will match a price up to 90 days old. J&R had it for $199 or $199.99, and had a $10 web coupon, so $189.99 is the least I've heard of them new. Go get 'em!