Quote Originally Posted by SKYMTL View Post
Maybe I should have made myself clearer.

It was BECAUSE they made a ton of money (profit) up until the HD4800-series release that they were able to reimburse customers. Their board partners were able to look like white knights riding in for the rescue. I remember well the posts on here and other forums at the time; EVGA, XFX and others were made to look like heroes and positive press followed. It was a brilliant move and it won a lot of people's support thereafter. Without that initial profit, none of that would have happened.

Considering AMD's financial situation, if they get into a situation like Nvidia did, do you really think they would be able to offer the same if they priced their cards with very little margin for real profit? No. Which is why they have to hedge their bets and make as much money as possible before Nvidia hits back. That way they can make the most out of their lead and put some of that profit back into development of future products.
so you want the to price their cards at a higher price that makes it more likely that nv can put them in that situation