It really does not matter what it costs. Enthusiasts and others have been standing in line for the past year from midnight on at "Best Buy" to gladly pay for a GPU almost twice it's MSRP. The 12th generation Intel CPU is a very big deal and with offering DDR5, PCIe 5.0, 5.3 GHz, etc. A premium MB will probably breach $1,500. New pricing indeed will be hard to digest but the ready-cash will nevertheless appear like magic. I talked with a "Best Buy" employee (his name plate said Jeff) at their new Sony TV display the other day and he noted: "You have to wonder who these people are that are standing outside in line for a few available GPU's. They rush into our store in ragged clothing, smelly, unshaven, worn down rubber sandals, plenty of attitude and most certainly do not look like having this kind of spendable income available (or should have) and for something so totally unessential. They are most certainly not my coveted Sony customer." I personally was not sure if this was a good attitude to portray for a store employee? But at the same time Jeff did added to our conversation that no one was staying in line for a job at Best Buy, not even for a purported $2 over minimum wage, and that they have been running short with help for over 8-months now. Signs of the times.