If the price was up to the producers, a GPU would cos 5 times more, because these guys are "businessmen" and never get enough.
The price is more impacted by the competition then the production-cost or producer-desires. It is all based on a simple rule, demand and availability. A competing ATi card will reduce the demand and price, it is a simple rule that apply to all products.
A good example on how this works:
ATi had no competition for 5x-series. You take a look at the 5790-prices and compare it to 4870x2-launch price and tell me why it is so much more?






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