That's the thing. People will buy nVidia no matter how much nVidia charges them for the product, almost. That being said, the 1080 founders edition is only $50 more than the 780 was and it's actually $50 cheaper than the 780 was if you wait and buy a third party one. Nothing outrageous with the pricing. Sure, it's aggressive, but nVidia know darn well that these cards will sell at these prices. Just look at how many people are already talking about getting 2 of these, people are changing their spec on the forum to 1070 coming soon even when we know very little about it. About the gap between the 1080 and 1070, I don't know man. I want to say an overclocked 1070 will match a stock 1080 but then it all depends. From the little we've seen, we were told it's faster than a TitanX, meaning at around £350, it's great value. If that's actually true.