However, compared to the performance plus provided by previous highend cards, it falls flat on its face. And performance has very well to do with die size. You cannot clock a chip too high due to power consumption. Going wider (and bigger) is always more sensible. GK104 doesn't have the characteristics of its predecessors, namely big die size, more power hungry but a good deal more powerful. Imagine if the 7970 and the 680 were 5% faster than their predecessors and cost $500 and nothing faster existed. Would that make them highend, really? Where do you draw the line? Just because something is fastest and most expensive doesn't make it high end. You have to account from where a chip family comes from, not just look at the present and blissfully ignore everything else. Take a hard look at the GTX670 PCB and tell us again that GK104 is highend...