I doubt it will end up $550+, usually prices are higher before the actual release. $499 retail may be a price to look out for... $299 9700 Pro, $349 9800, $349-399 AIW 9700 Pro, $399 9800 Pro (replacing the 9700 Pro's former MSRP), $449 AIW 9800 Pro (replacing the AIW 9700 Pro's former MSRP), and the next step up would be at least $449 MSRP for a 256MB 9800 Pro, I'm guessing more likely $499 MSRP with a possability to have a cheaper non pro version, but because it would be so expensive I wouldn't be surprised if we didn't see one, at least not any time too soon.