I'm beginning to think we can't get one until mid-Oct....which really sucks because i've been using my IGPU for 2-months now waiting for this thing. And I really thought $500 would be the price, whoever said $599 where did you get your info? That don't sound right as they already said "replacing current price points"...which would imply the 290 card is taking the $450~$550 price point since the 280 (i.e. 7970) is taking over the $300 price point and they have a 7990 at the $600 price point. No way are they pulling an Nvidia and selling a single GPU at the same price as the monster dual GPU. There is no way it cost that much to manufacture, and AMD doesn't charge ridiculous prices because they think they run the game (cough..um...Nvidia).
And give me the option to buy one with a full cover water block or sell a naked one at a discount...please, I hate having all these fans and heat-sinks going un-used. EVGA does it.