For the GTX 780 on the other hand, this is a rapid response for NVIDIA, coming just days after the launch of the Radeon R9 290X. The 290X, its $550 price tag, and its superior performance unquestionably left NVIDIA with little choice but to cut prices. But we had not been expecting NVIDA to drop the GTX 780 below $500, even with 290X’s performance advantage. The end result is that now 290X is the more expensive part by 10% (or $50), which coincidentally is also the 290X’s performance advantage. This puts the two cards on equal footing on the price/performance continuum with NVIDIA’s kicker – their superior build quality and cooling performance – remaining. Furthermore we were also able to confirm with NVIDIA that the metal reference cooler will still be available even after the price cut, so alongside the collection of custom designs we’ve seen the high performance reference blower will still be an option for buyers seeking a quiet blower.