I waited week after week for the 'release' of custom cooled 480s assuming that once they made it then pricing would reflect the $199/$239 msrp I'd been hoping for. I didn't realize the only cards we'll ever see at that price are the ref cards with, imo, bottom binned gpus, warm n loud coolers, and 6 pin power. In hind sight I put it down to my naivety and/or wishful thinking. So like many others who were/are on a very tight budget, I opted for a 470 Nitro that was actually available without getting raped by the middleman...tho still overpriced at $210 (thankfully I got $25 off with the PayPal, NewEgg promo). Turns out that if your not wanting 1440p or 4K and/or don't have a monitor that supports it...the 470 is actually a pretty damn good compromise. This still left a bitter taste in my mouth...mk, maybe butt-hurt is a better term...but thru this I've learned the purpose, imo, of 'ref card only' launches....bait. But the $25 off promo helped immensely and turns out, once unlocked, my Nitro overclocks like a bat-outta-hell...go Sapphire. /rant