Not necessarily, you fail to recall their move with the rv670. They could have priced it higher, but it was their agressive pricing that caused NVIDIA to launch g92 ahead of schedule and at such a low price. I'm fairly certain with the exception of Ruiz, the guys at AMD/ATI have a good notion of what they're doing and did that as a move to cut down nvidia's market share. In other words, expect them to continue with agressive pricing. AMD is probably following in intel's foot steps: they have the better manufacturing technology at hand and most likely the better product this time around, so they are willing to sacrifice profits in order to gain market share/slow down NVIDIA's growth and keep a nice lead over them