If thats the criteria, every new generation should cost much more than the last, right? Except no, thats not how it works. There's a price range many people are willing to folk out, and there's a range where few would. Titan and 780 are harvested GK110 dies that didn't make it into Teslas and servers. R 290 dies first and foremost are consumer products. There's a difference. AMD is making a big mistake if they think its more beneficial to them to price it around $700. Price it around $500-550 and they would sell much much more.