Not compared to the GTX 400s, I did say over the last generation......
I have no preference with Nvidia or ATI in general, I've owned plenty of both. The GTX 400s have only just been released. When the GTX 260 and 280 were released, everyone laughed at them for their prices. I think the 260 (192 core) was just short of £300 on here. It took the 216 core revision, a couple of good driver updates and a big price drop for them to become a well recommended card. Mine was £140 a year ago. I think the 5770 is a good price. Decent performance and with DX11. After that I think you get diminshing returns for your money. Even the 5850 is almost twice the price. In the past, if you spent double what you could get a good card for (5770), you got something quite special. Fair enough, the 8800 GTX was expensive, but it ripped the x19**s to pieces in just about everything. The x1950s were still about £200 then as well.