But it isn't as always. Nvidias beefed up "GTX660 Ti" of this generation (the GK104) is sufficient to be competitive. Would GF100 had come first (or at all for the desktop) if even GF104 could have beat the 5870? Apparently, there is no need to feed the gaming market with faster cards than the 680 right now because you would only be setting the bar higher for yourself and lowering prices (or selling this new GK110 card for $800, then good luck with that).

I hope/believe there is a GK110 card no later than September this year, though. But the problem is: Why should they release that if GK104 fares so well and AMD doesn't have a faster part? Rather wait until it is really necessary and doesn't cannibalize your other products.