nVidia's history is replete with such examples...does the FX5800 ring any bells? I'm not singling out the 5870 vs the GTX280, but the companies approach as a whole. nVidia will do anything it takes to win, regardless of the sacrifices it makes. AMD's approach is more considered.
I've always gotten a laugh out of this whole theory that the "big" company is always evil and will do anything to win... (nVidia, Intel, Microsoft, etc)... and somehow the little guy... (ATi, AMD, etc) is more noble, honest, and has a far better strategy.
"If the representatives of the people betray their constituents, there is then no resource left but in the exertion of that original right of self-defense which is paramount to all positive forms of government"
-- Alexander Hamilton
Bookmarks