Well it better be worth it, because if your 6800-series card loses to 5800-series it's not going to be good PR. Only way I could see this as beneficial to AMD is that the card would be something like 6810-40, and cheap, so people will feel like "wow, it's a fast 6800-series card and as cheap as a GTX 460 at the same time". If it's just a 5850 with a 50$ premium I doubt it's going to be received well.