They're just a corporation. A business, and this is what businesses do to make money.
Look at people's reaction to the 9x0 series FFS. People selling their 780s, 290s etc just to have one. It's called delirium.
Right from the start I knew full well what 9x0 was. It was a repeat of 6x0. Mid range cards being passed off with over sized coolers and sold at high end prices. I paid £350 or more for my first 670. Looking at how it was built? it was worth half that.
People thought the 970, at its price point, was too good to be true.
Well no excrement, Sherlock, it was.
you're talking Krap, the 970 SLI is flipping miles better than the 7990 or the 7970............ you just cant compare the cards, it's cooler, quieter, less power, much faster.........looks better !
but having said that i'm pretty cross right now and deffo thinking about dumping them soon