We all need to remember that nVidia always like to segment their markets into 3 basic categories: High end (the Ultra), Middle end (the GTS / pro) and the Low end (MX). With this marketing strategy in mind, then in theory, this rumoured price if it actually happens, will not last for long. All companies like to financially rape the early adopters. And, again, if this rumoured price is true, then yes, the early adopters will be paying a lot of money for a fast video card. But, give it a month or two and the price will inevitably come down.
I do agree with a lot of the people posting here - the very fact that nVidia is so successful makes me want to go out and buy an ATI card. Unfortunately, the way ATI would really make money is if they win more OEM contracts - so me buying ATIs cards on a retail basis is but a drop in the bucket.
My hope is that they price the cards soo high to OEMs because they get arrogant and think that everyone in the world wants their card so badly that they will pay any price and consequently start losing contracts. This would be a good thing for all of us since it would force them to restructure their pricing scheme (since the bottom line is what matters to any company). I just hope ATI decides to lower their prices so I can buy the 64meg Radeon at a price I can feel comfortable with (not 700$).
Anyhow, do you people really have a dire need for a faster video card? If you are running a GeForce 2 (other than the MX) or an ATI Radeon, there is no real need for you to go out and buy this foolishly high priced GeForce 3. I'd prefer to save the cash for a flight to Sunnyvale, California to go to nVidia's headquarters and beat the chief marketing officer for having the audacity to price a graphics accelerator at such an outrageous price.