Quote Originally Posted by DarthShader View Post
Kepler made nVidia turn into a charity organization, that will offer you more performance for less money and is not interested in profits or revenue. It made them love price wars too! So much, that for the first time in many years, they are the ones starting it! (Or do we count the GTX460 here? )

/sarcasm
WELL, they are (probably) offering a card equal to superior to HD 7970 in stock performance with better power consumption, using a smaller die and cheaper PCB components for $50 less. They are probably making the same profit margins as AMD with HD 7970 @ $550 that GTX 680 is making @ $500.

That said, if almost every review turns in their favor, they can almost completely stop sales for the two months that AMD realistically needs to create a price cut. Of course, the select fanboys will still buy it...or it will be close in performance terms and nobody will care either way. I think NVIDIA's goal here is to grab all of the top end market share, and in the end generate more profit. I think it is good for the AIBs too.