So why do this seller has got the device even it’s not released yet? It’s because they got it for free from GDC last week. Sony has given away a number of XPERIA play device and these folks decided to sell the off instead of keeping it.
Of course, since you can consider the item as a special edition, the auction price for Sony XPERIA Play at eBay has float to $1,025 with 32 bidders (when this post published). That is certainly expensive if you are merely want to be the first to own the device. I bet the seller is very happy with the price that people dare to pay for something they get for free.