Well, there will always be those people that just plain want and can easily afford the biggest and greatest, they tho are in the minority. Imoa...computing is at a crossroads, hardware technology has outpaced it's software counterpart. In order to sell people this expensive hardware, the manufacturers have to somehow convince the buying public that they REALLY NEED THIS STUFF. What you are seeing when someone asks if they should buy another 7800GT or other expensive card, is someone that has bought into the manufacturers line, someone who just wants one regardless, or the newbie who is looking for bragging rights. By the way, a percentage of the posts that we see here and on other tech sites, are generated by Hardware Company weinies pushing their stuff in any way they can get away with. All us old time techies here, know that the latest and greatest stuff is not really needed NOW, but will be, when the software catches up. There you have it, not looking for a flame here, just the way I see it.