So comparing it with current HD5000 prices (in the same shop), we have:

HD5850 => 253€
GTX470 => 330€
HD5870 => 355€
GTX480 => 440€
HD5970 => 560€

So we have the GTX470 priced a little lower than HD5870, and GTX480 between HD5870 and HD5970. Of course, it remains to be seen how will the prices of Radeon cards be affected by this launch, given that their prices are pretty high taking into acount they are 6 months old now. I suppose it will depend mostly on performance of the new GeForce cards.

I don't find those prices unexpected at all. Now we only need to know how those new cards perform (and some other info like power consumption and so). Things are beginning to take shape...