Not anymore it won't. AMD started their "next gen", NVidia pretty much have to call anything new the 5 series to stop the idiots working at stores like best buy from saying "well, this is a new series, while those are last years parts".
At any rate, if this card is based on the GF104 design and not the GF100, it could be a real winner.

After all, it was the non-gaming enhancements to the core that made the GF100 so power hungry... After all, what does a gaming gpu need the ability for ECC memory for?
A 512 shader part based on that design should, theoretically, use less power than the 480 shader enabled GTX 480.
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