I knew it wouldnt be over 600 bucks at launch. Now I just need to find an answer to when custom pcb's are coming out.. I dont wanna mess with putting a after market cooler on. I herd it could be as far out as December, also herd that it will be like the "Titan" and not get custom pcb's that the reference will have to stay in place for awhile, if so i guess ill have to order a reference. Im guessing more info will come out after the 290 comes out on the 31st. If you play any EA games get the 290x Mantle is going to kick ass.. Plus you wont have to worry about anything with a single card.. Whereas the 7990 you may have slight stutter issues and or some games might only work on 1 gpu.