And the 5870, when it was released it was a league above the GTX 285 and started selling below $400. I suppose if it was sold for $550, there would be people like you saying that the price would be normal. And the GTX 580, when released, it was clearly better than the GTX 480. So, according to your way of thinking, why not keep the 480 to $500 and sell the 580 for $600? After all, it did have that kind of performance gap didn't it? For the past few years , video card development rates slowed down significantly. And as if this wasn't enough, we have AMD/NVIDIA releasing the new architectures with higher prices, rather than keeping the flagship single card at the usual $400-$500 price range and adjust the prices of the rest accordingly. It's their decision what the pricing policy will be and none of my business. But again, it is my decision to purchase none of this.