Sorry if I confused anyone. I'm not quite up to speed with the latest video cards out these days..... I went back on to pricewatch and it turns out there was mistake. I clicked on the prices for 6800 Ultra's and the first few listing show some cards in the upper 200's. However, upon closer inspection I noticed that those cards were not Ultras, rather they were just regualar 6800 cards. Apparently they were in the wrong category by accident.
Well, at least now I answered my own question.