Asus could EASILY sell the P8P Pro for $100, and the Maximus IV Extreme for $200 and make a killing. A Big killing. But they won't. Because they know people would pay the higher price. Does anyone REALLY believe that these boards cost more than $20 to silkscreen and assemble?

(excluding the Gigabyte Sniper and assassin, as they include onboard X-fi's and Killer Nic's).

It's like buying toilet paper from the store. Each set of toilet paper costs PENNIES to make. Yet you wind up paying $6.00 for a set of rolls.