That is not a surprise. The GTX 590 was always going to be more expensive as the GTX 580 is pricier than an HD 6970. It also requires more power, will have less video memory per GPU and has had to be compromised far more in terms of clock and memory speeds than the HD 6990 was in order to fit two Fermi chips on one board. All those mean that the GTX 590 will likely not impress as much as it could have done. That's my guess anyway. Not that I have any interest in the card anyway as I think multi-GPU gaming is far more problematic than I have the patience for, sadly. Still, I'm mildly curious to read the review and see how fast it is in the handful of games and benchmarks that show it off (and understandbly ignores the other 85%, mostly multiformat titles, that don't! Say hello to negative scaling!).