But your basing the price on performance and not what it is meant to be competing with. The 6770 is competing with the GTX460. If performance goes through the roof and slaughters the gtx460then that's just lucky for AMD and an added bonus.
Point is the 6770, 6850, and 6870 are meant to replace the EOL 5770,5850 and 5870 and I;m pretty sure I have seen snippets stating at the same price points.
Just cause a 6770 beats a 5850 and almost matches the 5870 is irrelevant.
If they price the 6770 on it's performance then they won;t have a mid range card to sell which is where the money is made.
If they price them £130/£200/£300 then Nvidia will be in big trouble.
This sounds like sense to me, surely the biggest market is the OEM channels and bumping up the price of a product that was originally designed and costed for the mainstream market just based on better than expected performance would surely hurt their sales.