Profit isn't just factored by how much margin you can extract out of a product, but also by how much units you can sell to the market. Pricing Bart cards skyhigh will yield nothing, especially for their longterm well being, if GF 104 cards continue to be the best value provider for mainstream gaming market. This is quite the truth, especially if AMD has cost leadership over its competitor and the supply is more forgiving compared to what was happening with Cypress based cards in the past.

Companies are greedy, it's still capitalism world that we're living in. But calling AMD greedy, wow, what can we call nVidia then ? Fermi has to fail so hard for 'em so they were forced to price GF 104 crippled cards so nicely for us consumers.