I have a feeling that NVidia has not aimed too high. Rather, they've gotten it completely wrong. As AMD has effectively shown, it is no longer enough for a graphics card manufacturer to say they have the fastest card no matter how they get there, and expect to reap the substantial and disproportionate rewards of that position. Now that Crossfire and SLI scaling is so close to theoretical perfection, the single-GPU halo does not matter so much as performance/watt and performance/dollar - because people can always just switch to two, or three, or even four (admittedly, this is rather uncommon) smaller, cooler, more conservative GPUs rather than having to rely on one megalithic monster to provide the same performance.