Actually what HAD kept AMD/ATI strong in the past was their leading on performance per dollar. You take that equation away, and things change. To a degree your argument on availability even validates that, because certainly with the 600 series any problems with a lack of stock have been due to it's huge success, not poor yields. So to your question would people buy this or a 680? They'll buy, and even wait for, the card with better performance for it's price, but the 680 will still have a niche in the enthusiast segment of the market. Keep in mind it isn't really so overshadowed by the 670 when you consider they're only $80 apart for models that slightly beat it with non reference coolers and factory OCs, and they only beat a stock 680, not an OCed one. If that's not enough for you, look at this response, because there will no doubt be more like it to come: At the end of the day, esp in times of recession, lots of people put aside brand bias and look at the hard facts in making their GPU decisions. With comparisons like these, I don't see AMD/ATI keeping a lot of customers on brand loyalty alone. As mentioned, they'll likely have to make some changes to stay competitive, and it's looking like it won't be in the area of better tech, so that leaves price drops as the only solution. I find it odd you accuse of price gouging when if anything, it's the AMD/ATI cards that are priced higher than they should be lately. As far as standard Direct CU II vs TOP editions, they tested one that retails for $420 that beats it's $500 big brother AND AMD/ATI cards in a similar price bracket, that's all that matters. If anything their non TOP models have sold for reference prices in the past too, and are plenty capable too, they only require a bit of manual OCing and a bit more careful fan and clock settings than the TOP models, which is easy. The TOP models DO get more selectively binned chips on the GPU and VRAM though, so a lot of customers are going to see the extra $20 as worth it. I really don't see any of your arguments as valid.