Technically the first one is cheaper by 5 dollars after rebate. But, I see your point. The first one is a retail version, with box. The 7800GTX is an OEM, doesn't come with original box and probably a different kind of warranty.
Free Market Companys set their prices and we buy lol. They are trying to get rid of the old discontinue 6800ultra for the same price so they wont lose money .
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