Yesterday I was at Best Buy and saw YPT400($199).it looks pretty similar to E403.with minor diff in specs, thought yamaha did it again for home buyers who are too lazy to go to MI stores.

compare the look and specs(check both main page and specs page) http://www.yamaha.com/yamahavgn/CDA/ContentDetail/ModelSeriesDetail/0,,CNTID%253D451442%2526CTID%253D205100%2526ATRID%253D20%2526DETYP%253DATTRIBUTE,00.html
http://www.yamaha.com/yamahavgn/CDA/ContentDetail/ModelSeriesDetail/0,,CNTID%253D65207%2526CTID%253D205100%2526ATRID%253D20%2526DETYP%253DATTRIBUTE,00.html

I own the E403. The user's manual actually says PSRE-403 / YPT-400 on the cover.

Tim

Jamman,

Keep in mind also, it's just plain good marketing for Yamaha to put this keyboard in a non-music type store. The 403 has features that will appeal to the non-musical type of people who just want to dabble with music and have some fun. The cool thing about it is that a serious musician can also appreciate and use other of its features and make real music, too.
All for that low, low, price!

Tim