True but how many AIBs will hit $249? Since the market is starting to catch up that blowers are generally not as good as modern open air coolers, AIBs know their cards are superior. As a result, it's hard to see AMD or NV AIBs hitting $199-239 and $249 MSRP level.
Remember when NV has a $399 reference 670 but Gigabyte and MSI released after-market cards for $399? Those days are also behind us.
BTW, NV snuck in another price increase because they positioned 1060 as a $249-299 card, another $50-100 more expensive than a $199 960 or $249 760.
$299 MSRP for reference is 660Ti's level and 660Ti was not as far behind the 670 as 1060 will be against the 1070.
T
hat means NV is raising prices and creating even larger tier gaps. Everyone is too busy discussing RX 480 vs. 1060 but the underlying theme is the same -- prices keep rising under our nose and very few are criticizing NV for it. Gamers basically forgave NV for jacking up $329 970 to $399-449 1070 and $549 980 to $620-700 1080. Now the price increase has made its way to the x60 tier. Comparing 1060 to 660 also shows just how much prices have increased.
Reference 660 cost $190, not $300.
https://www.techpowerup.com/reviews/MSI/GTX_660_Gaming/