People, on a second thought, wasn't the 6870 released at $240? WTF? OH, NOW we are comparing from price points?¿, not naming scheme?? When 7770 came out at $160, it was the same the 5770 cost when released, good. even $30 more than 6770, fair enough. BUT $110 more than 6870 release prices, seriously WTF? This is hilarious, when: 7770 $160 why are everyone whinning?, its only 30$ more than the card it replaces!!! Now IF 7870 is replacing 6870, why does it cost $110 more AT RELEASE? Seriously even $300 would have been expensive, but understandable because of new tech and all that crap...... AMD is really triying to recover all the money that has been losing Nvidia, your mission is make gk104 cost $299 and overtake HD7950, and hurry up damn it!!!(also make it consume the same as 7950 ) Benetanegia i need you here to say the opposite i do xD, although this time i don't think you antagonize as much. AMD stop milking!! This from hardOCP forum: "350 bucks for the 7870? remember when the 6870 was technically just a replacement for the 5770? by that I mean it was slower than the 5870 and really was just a shuffling and moving of model numbers. so reality is this would be a 7770 based on the way their naming scheme was with the 5000 series. so now we have a mid range card that is about 120% faster than the 2.5 year old 5770 while costing 120% more than the 5770 originally launched at. 2.5 years later and we get exactly the SAME performance per dollar. anyway lets now look at the 6870 which launched at $240. well the 7870 costs 45% more while being about 45% faster. lol, again we are getting the SAME performance per dollar. all AMD seems to be doing is keeping things the same or in the case of the 7950/7970, charging even more for it. whatever happened to next gen cards giving more performance per dollar?"