Yeah, it's annoying how the two graphics camps appear to have reversed the trend of a fixed price point (or lower one) for the top models while delivering better performance every generation. The price has been creeping up for some time now, while performance improvements have only been incremental. Presumably thermal, wattage and physical GPU & card size limits are to blame for this trend? I paid the full £400 for my GTX 580 and that was too steep as it is. I'm not paying £500 for the next one, no way. I still like that kitty. I'm a sucker for them.