It was always around 300 bucks, but since I don't update my stuff almost daily, I'm willing to spend up to 400 for one card. That is if I can justify that with cool new games. So far, only The Duke comes to mind, and that alone doesn't justify it. Soo... yeah. But my vote's for 400-500$.
I wouldnt buy toilet paper from MSI as it may be missing the preforations