i hate to say it but.

6800 ultra was over $600
7800gtx was over $600
7800gtx 512 was over $700
7900gtx was close to $600
7950gx2 was over $600
8800gtx was over $600
8800 ultra was over $800
9800gx2 was about $600

granted the prices dropped (some fast) but at launch even the good e-talliers were at those prices. all newish Nvidia high end cards have been at over over $600 at launch and with the specs the GTX 280 is boasting i will gladly pay over $600 for that beast of a card. some people seem to be forgetting that it is rumored to have the second gen shadders which are up to 50% faster clock per clock tot he old ones. so you take way more shadders, faster clocj per clock shadders, more TMU's, more ROP's and bigger bus width. that's one HECK of a card you have.