It's my opinion Stanners.
Gibbo posted on a thread on how(before OcUK was sold)
most of OcUK's competitors were given heavy discounts for pushing Nvidia cards while OcUK didn't push any brands.
Whether OcUK still has the same policy or not since the buyout, well only Gibbo can comment.
AMD were crucified for daring to price their first to market and faster card along side the 3GB 580 Nvidia's highest priced card at the time.
There wasn't much noise(in comparison) made at all about Nvidia not dropping the price of said 580 at the time, they just left it there knowing it would trickle sell to the hardcore diehards and it being eol.
AMD users weren't happy as it went against previous pricing strategies, but there was a serious shortage of cores which in turn made the price of the working cores rocket upwards compared to what AMD used to pay for 6 series and below.
You only have to look at the early 79** threads and see who slaughtered the AMD pricing(on a day to day basis) to then buy the very similar performing 680.
Some on the forums here are pure hypocrites(others out and out fanboism) for all the shouting they made regarding pricing, then purchasing Nvidia's same performing card at the same price.
Some even forgot how to oc over night, they are soooo lucky Nvidia added 680 hot clocks or they would have been up **** creek!

When I queried(what I thought to be one of the worst offenders

, I won't mention any names

) about why he bought a 680 after saying he'd put the boot into Nvidia as well if they priced the 680 alongside the 7970, it fell on deaf ears time and time again, I'm still awaiting an answer but I know that he just loves Nvidia which again there is nothing wrong with that but when you add in all the shouting he done it just stinks imho.
I'm not saying anyone's wrong to buy a 680 in the slightest, I don't have a problem with what anyone decides to throw in their rigs, it's their choice/money and it's a fantastic card as well, it's just not as good any more due to AMD's price cuts.