It's dumb that ATI renamed/rebadged the 5770 as the 6770. Unfortunately, mainstream consumers are dumb too, and constantly fall for mistakes like "more onboard memory = faster card" - so you see things like 2GB cards with few shader units. The other common consumer mistake is that a bigger number is better, ie. the 6770 is inherently better than the 5770.
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One thing to keep in mind is that this is NOTHING compared to what is happening in the mobile GPU sector. There is so much similarity and overlap between ATI's 4xxx / 5xxx and 6xxx cards. Similarly, many Nvidia cards are virtually identical between GTX 3xx 4xx and now 5xx series.
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I was annoyed at Nvidia when they re-released the 8800GT as the 9800GT, and this is similarly pointless. I can see why ATI is rereleasing the 5770 -- the 8800GT and 5770 are/were both very successful and competitive cards in their pricepoints and deserve an extended life.
The one good thing with both the 9800GT and 6770 is that you get a card that was/is competitive for the time, and the price is reasonable. If there was a massive markup between generations, that would be just straight up gouging. Instead, there's barely a price difference between 5770's and 6770's now. 5770s did dip under $100 with rebates for awhile, but GPU prices can and do fluctuate. If the 6770's were in the $140-150 range, I would find that utterly ridiculous. Fortunately, that doesn't seem to be the case.