You sure about that?
http://www.anandtech.com/bench/Product/317?vs=313
Nvidia's 460 ($225-$250 release) competed with the 285, which was faster than the 280 that black pointed out released at $650.
I'm expecting GK104 to do the same, compete with the 580 while being in the $300 or less range, perhaps a tad over $300 at release since Nv (reportedly) has nothing else coming out, but once GK100/110 comes out it should have two more sku's, one which will take the place of the 470/570 and the other should take the place of the 480/580 price wise.
I don't see Nv making the same mistake they made with 2xx, sending out rebates probably made them feel stupid.
By the time GK100/110 comes out it should be down to $250ish, making it an appropriately priced x60 product. That $250 could compete with the 7970/7950 relinquishing AMD back into the high $200 low $300 market once again. Which is exactly what Nv wants to do, continue to reduce AMD's ability to have large profit margins.