In all honesty, I was a little annoyed at the prices to begin with. Maybe even a little pee'd off. After all, I'd like to of seen the 7970 at the same price as a 1.5gb 580 and I would have bought one. A card that overclocks even better than it's rival I think makes the AMD cards very enthusiast orientated, and I like that approach. In reality, AMD cemented their place as a proper competitor to Nvidia with the 5xxx and 6xxx series cards and they are now taking advantage of that. Fair enough. Also with twice as much RAM, I/we were probably expecting too many miracles from their prices.
As it is now, I'll wait a bit and then buy the fastest card I can get for ~£300. It just remains to be seen who will of made that.