I kind of hope Nvidia gets embarrassed by AMD this round, speaking as someone who's only bought Nvidia for a long time now. I want them to stop being able to get away with selling a mid-range chip at a premium high-end price. A x104 chip around 300mm^2 or smaller should NOT cost $550...that's what the 500mm^2 chips used to go for for many years. Even adjusting for inflation, a GP104 midrange gpu should cost at most $400 (for a GTX"1080"), and allow for 2-3 models based on the GP100 chip costing $500, $550, $600 or so. Titan was their way of forcing $1000 price tags on what used to be $500 gpus. Save the fancy names and prices for the professional Quadro and Tesla markets and start competing against AMD with your real high-end chips, not mid-range crap in high-end clothing.