I have for a while thought the killer of pc gaming will be the cost of gpu's .
You would be amazed at how many people use a sensible system for their gaming.
It's the minority who have over powered systems, and an even smaller one that have multiple GPUs or screens.
The 7970 is the first "Stupid, irresponsible and over priced" GPU I have bought since I bought a 3DLabs Oxygen in 1999.
Since then it was (I got married then so finances became tight

)
Voodoo 5500 PCI (£99 in the bargain bin at PC world. Epic bargain) in 2000.
Geforce 2 MX 64mb (worst card I ever had. Slow, and loved to artefact). Was a Prophet card by Hercules.
Radeon 9200 Pro ($140 bought for NFSU)
Geforce 5900 Ultra, bios flashed to 5950 (got in a pricing error for $180 or so when it should have been $400+)
Time out....
Geforce 9800 GT with an Accelero cooler. £150 2008.
GTX 280 XXX from a place that sells refurbed XFX cards. £185 2009.
5770 Crossfire £265 Jan 2010.
Geforce GTX 470 £174.99 Oct 2010 (I hated Crossfire)
6970 2gb December £287 (failed)
7970 stupid and irresponsible but whatever £439 Jan 2011.