I dunno, it's appealing to me, personally. Yes, it cost a fair bit, but that's OK. The way I look at it, 6950/6970 is currently a bit underpriced. You get alot of power from a 6950 for very little cost.
Considering component choice, what's in the box, and PCB features, it's understandable, but damn, it'd be nice if it didn't cost more than a GTX 580.