Looks like the gtx680 is pretty much neck and neck with hd7970GE. Why do you keep posting?
He is right, the HD7970GE is still faster than GTX680 and costs less. Looking at 3-4 latest games and ignoring all those games where 680 gets mopped isn't exactly accurate is it? There is no way around that - the 680 is not on par with 7970GE overall. GTX770 needs performance increase or a $399 price to make it mildly attractive against $410 HD7970GE if it's just a rebadged GTX680 4GB. Hopefully GPU Boost 2.0 ensures it is 10% faster than GTX680.
The mainstream media also tends to test the most popular games. What about other games people play?
http://gamegpu.ru/images/stories/Test_GPU/RPG/The Incredible Adventures of Van Helsing/vh 2560.jpg
http://gamegpu.ru/images/stories/Test_GPU/Action/Dead Island Riptide/di 2560.jpg
http://gamegpu.ru/images/stories/Test_GPU/Action/Far Cry 3 Blood Dragon/test/fc3 2560.jpg
http://gamegpu.ru/images/stories/Test_GPU/MMO/Neverwinter Dungeons Dragons/nevervinter 2560.jpg
MSI GTX680 TwinFrozr =
$470
HD7970 GE TwinFrozr =
$410
NV's marketing is winning this generation. I don't recall ever in the history of GPUs where a card that was faster + cheaper + came with better game bundles + had voltage control for enthusiasts + had more VRAM + made $ on the side sold less units than the competitor.
It's more like GTX680 keeps up with HD7970GE and sometimes beats it but more often it loses and when it does, by large margins. 680's performance is often inconsistent.
http://images.anandtech.com/graphs/graph6774/53357.png
http://images.anandtech.com/graphs/graph6774/53365.png
http://images.anandtech.com/graphs/graph6774/53372.png
http://images.anandtech.com/graphs/graph6774/53381.png
The price of HD7970GE after-market cards is a lot closer to after-market 670s not 680s. That makes it even worse.
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I see OP's point in correlating NV's high profit margins with excessively high prices of GPUs, but that's just how the free market works. The price increases on GPUs were not unexpected since NV/AMD are being squeezed on the mobile dGPU side by Intel, the low-end desktop dGPU market has been slowly dying, and the shrinks to lower nodes cost more from TSMC/GloFo. Since AMD/NV have not passed on any of these increases for generations, they are passing them all at once this round.
If consumers are willing to buy more expensive mid-range GPUs and are willing to pay $700-1,000 for flagship cards with 35% more performance over mid-range cards, then NV must have done something right to make them want those products more - marketing, features, brand name/perception, etc. In the end it is the consumer who decides if he/she wants to pay X for product Y. If consumers are willing to pay premiums for NV's products, then NV deserves the high profit margins. In my eyes, it seems the trend is more expensive GPUs from both camps in general. $400-500 mid-range with $700-1000 now reserved for flagship cards, or an increase from $250-300 and $500-650 we previously had.