You don't have to tell me how great of a chipset the 680i is, look at my system specs.
Of course it is a plan to make more money, that is the idea behind a business. Right now the 600 series only has the extreme low end(650i) and the extrem high end(680i) this chipset fills that middle area. That is why you take a great chipset, strip a few features and sell it cheaper. Not everyone has $250 to spend on a motherboard, but a lot of people want a great chipset that has plenty of features for under $200, and this chipset should fill that spot.