Haha so many people fail to read that graph, it's only about pricing and you know ATI/AMD pushes prices often a lot more aggressively than Nvidia even if they hold the performance crown whereas ATI/AMD seems to understand there's a certain amount cash people are willing to spend while Nvidia simply prices the cards according to their performance. It's common for ATI/AMD to replace new cards are roughly similar prices as previous series but with added performance obviously. For Nvidia they only got expensier and expensier when they were at top (top card was sold for $500 then 550-600 for the next series, then $650 etc) but since they don't have the performance crown atm, they are pricing their cards rather according to ATI/AMDs pricing.
I think it's the best way to go atm with aggressive pricing even if they could say charge 500~530 EUR or $550~599 for a HD6870, they'll make life a lot harder for NVIDIA especially for GTX 480 which is a card that was probably targeted to sold at even higher than what it is, I'm sure NVIDIA wanted to price GTX 480 gladly at even $650 if they could. Now if 6870 is as good as these early "rumors" say then GTX 480 (and 470 most likely too) will be have to face price cuts and this is not good for Nvidia at all. Now ATI/AMD might not gain as much profit from selling at slightly lower price but they'll hurt Nvidia more instead and make Nvidia lose more market share and they will gain more market share which is probably easily worth a $50 lower price on HD6870. Talk about HD4xxx - HD6xxx series being ATI/AMD's era in discrete graphics market. At HD4xxx nv could still keep up well but that was the series started what ATI/AMD has built up a strong ground around. Soon they'll have to switch to an entire new architecture and then there's always more risks especially as NV might get their stuff right that time around as well but AMD/ATI has been very smart these last 3 gens.
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