The result is predictable and a direct consequence of RR decision to try to protect margins, thereby trying to keep 7 series prices high.
A total disaster of a decision. He underestimated the NV brand value, marketing and sales force.
It look like a beginners fault, because fx, just a few in this forums thinks AMD can charge the same as NV for the same performance. They never had, and for the foreseable future will not be able to.
Keysplayer is a perfect example of the excellent NV marketing and its effect on keeping prices higher than competing AMD cards with the same performance.