I don't find the pricing surprising, it is what I would do in Nvidias position but I simply refuse to be ripped off as a consumer.
Exactly.
This is one of the reasons why we don't need to get to hung up about PC games being mostly console ports.
Because the flip side to that is that we aren't forced to buy expensive hardware. If, like me, you're happy to play at 1080p (or less in my case), then (assuming the ports are half decently done), you won't need a 680 to play it.
The other thing is that the more expensive the hardware requirements to be a "PC gamer", the fewer in number they will become. The smaller the market, the less interest the devs have in targeting that market.
In other words, hardware "elitists" who want PC games to require the latest and greatest hardware to run, would essentially destroy the market and force everyone onto consoles.
But it doesn't look like that will happen. PC games will continue to be console ports for the most part (I can't see any reason why this would change, it's sensible) and thus hardware reqs can't become unreasonable.
It's a case of "be careful what you wish for".