should be closer to £250 if it's closer to £300 it's just too close to the 980 Ti that'll be 15% more expensive but offer much better performance, so a 1060 that has a purpose to offer good bang for the buck would be pointless, all the price cuts from last Gen could hurt this card whilst stock lasts. Fury at £299, 980 Ti at £349.99 980 £275 meh... we should be getting a performance uplift at a reduced cost, that's the point in a new release at least with an x60 product, I still say one of the best launches we had was with Kepler, were the 660 Ti and above beat out the last flagship 580, and prices were sensible, and if I remember correctly they were bundled with Borderlands 2 and Assassins creed 3