the 660ti is about to launch. AMD knows that nvidia will price their new coming cards based on the existing prices AMD has set. They watch how nvidia works. Nvidia was able to steal thunder with the 680 because AMD already had their hand played. The 680 came out slightly faster and cheaper than the 7970. This went a long way and made the gk104 a success.
AMD raising their prices i think is smart. I imagine AMD is smart enough to see things coming, and i would bet this price change was a defensive move. If it is not, and just happened by chance, it could still have a great benefit for AMD......
Nvidia will price the 660ti accordingly. The 660ti should be faster than the 7870 (even if slightly). Actually the 7950 and the 7870 are both relevant as this is where the 660ti is expected to perform. somewhere between. Nvidia will price the 660ti based on the current market where AMD is the only 28nm choice. The higher AMD prices are for the cards that are relevant, the higher the 660ti could be priced by nvidia. Its not a sure thing, but its a very high possibility. The higher nvidia prices the 660ti, the better it is for AMD.
If the prices were already real low for the current relevant cards from AMD, nvidia might drop the 660ti at even lower prices. Remember their strategy with the 680. With a low bar, AMD could be forced to sell their chips at much less than they would ever want. With them setting a higher bar, once nvidia releases the 660ti AMD could end up selling their cards right back were they were last week ans not much lower.
Its brilliant and i suspect it has something to do with it. Remember the TT 660ti review?
http://www.tweaktown.com/reviews/48..._2gb_reference_video_card_review/index14.html
Put this in context of recent prices going up. AMD knows this 660ti is coming, and they have a heads up. it would be extremely dumb to sit on their thumbs now that they already got a glimpse of what is coming. Knowing this, i watch any move carefully. i would bet these prices going up is AMDs response to the 660ti. They are competitors and both have game. I find this move very well plotted and incredibly smart