Indeed. I'm hoping XFX bring some competition pricing-wise with the other ATI card suppliers.. Although XFX are a kind of 'premium' brand in a sense so I can guess they will market the cards around Sapphire's pricing range, meh..
I was highly unimpressed of XFX after OC-ing my card through riva tuner, and not even achievement over 10Mhz extra the card borked, and you needed to run it under-cloacked through riva tuner otherwise you would get BSOD randomly in games. Their customer service is horrible too. Basically I opened a ticket with them since october, and only now I finally managed to get a RMA ticket (they basically take 2-3 weeks for each reply). I don't care about it anymore tho since I bought myself an ATI, but in the future I will stay away from XFX. If i'l going nvidia in future I will choose evga. For ATI, i'l see how this HIS is doing
Double lifetime warranties for Radeons as well... http://www.ncix.com/products/index.php?sku=35755&vpn=HD487AZDDC&manufacture=XFX