I personally think the VII is expensive as a gaming card too, but the main reason I wouldn't look at it is the noise. Sure, you can mod them and improve the situation, but frankly I'd rather just not bother. Perhaps if we get some AIB model it will become more appealing.Yep, thanks to the "must have Nvidia at any cost" people. All those people have done is shoot themselves in the foot. The AMD VII card is a belter card. People should be supporting AMD so they can catch up with Nvidia or offer some sort of competition in the high end again. More money for AMD R&D, means lower prices later on as Nvidia will have to be competitive price wise. God help those people having to turn a graphics dial down a notch to get 60FPS on an AMD card....
If I didnt have a card thats still capable with modern titles, the GPU I would be looking at right now is the 1660ti, and no others from either team.