Because of AMD? AMD does not control Nvidia's MSRP. If you're going to bitch about the price of Nvidia's video cards, then lay the blame squarely at the feet of the company actually responsible.
NVIDIA.
I'm not bitching about the prices of NV, I'm bitching about the prices of video cards in general. How can you say it's not AMD's fault? This year, they were the first on the market with a new architecture and they induced the price increase relative to last generation. They went from $369 MSRP to $549 MSRP. Apples to apples keeping all things fair, we are looking at a $700 GTX 680.
Are you okay with that?
If you feel the 7970 is priced correctly, then I guess you also don't have a problem with a $700 GTX 680?