I think the problem with this generation is the ridculous price creep. NV is getting away with selling a mid-range card at $500. The GTX 680 was such a successful model that NV might be following that model from here on out. Prior to the gtx 680, NV would release it's big die before anything else. Now, NV is getting away with releasing a mid-range card 1st and selling it at a higher price. Thus, this effectively increased the cost of GPUs across the board. Now, if you want the flagship card, you would need to spend $700 (780ti). That sucks for consumers.