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They should really change the model name to GTX265 or something. Leaving it be will just end up in confusion for the less informed...
O wait, that seems to be their plan most of the time. It'll give them an excuse to drop prices on the old models, and spout off about how much faster they are than the competition. Hence, the uninformed will run out and buy a GTX260... but wait, it's an old one.
Genius!
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