Guru3D writes: "Ok, let's face it. NVIDIA is going trough a pretty rough time. ATI pulled a rabbit out of their hat two months ago with their RV770 based graphics processors and pricing schema. It had to be the biggest surprise of this year. The entire business model from NVIDIA was changed at pricing level, the high end parts dropped over 150 to 200 USD in price, quickly the the GeForce 9800 GTX+ was introduced and all of a sudden the balance was restored ... more or less.
See, that Radeon HD 4870 is still a tough nut to crack for NVIDIA as pricing wise this thing just does wicked things. To adapt to ATI's strategy, the GeForce GTX 260 can now be purchased for the same price as the Radeon HD 4870. But in a lot of scenarios, the HD 4870 is simply a tad faster."