The GTX 980 puts on an impressive show, but it doesn't come cheap. The 980 is set to retail for $549 in the US, and £429 in the UK. That's quite a bit cheaper than the $700 launch price of the 780 Ti and the $649 launch price of the 780, but both cards go for quite a bit less money these days. While the 980 costs substantially more than an AMD R9 290X in the UK, in the US at least, it's around the same price. Frankly, the 980 is a superior product to the R9 290X, and if you've got the choice, it's the GPU to go for. It's fast, cool, elegantly designed, and as quiet as you like under load.