There is still a cost to marketing, retail selling, etc. - Selling cost
So it costs Sony $381 to make the console, but that doesn't include other costs like having retailers sell it.
Quote from article:
Materials for each player cost $372, and manufacturing adds $9 more in expenses, researcher IHS Inc. said today in an e-mailed statement.
Additional costs would include software, licensing, royalties and other outlays, IHS said. Retailers also collect a percentage of the sale price.
http://www.businessweek.com/news/2013-11-19/sony-selling-playstation-4-near-break-even-point-ihs-says-1
Bottom line:
Manufacturing Cost per console: $381
Selling Cost: ?
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