I fully expected the price of the FE to be north of £600, as did many unfortunately. Just wait though, the proverbial poo poo is REALLY going to hit the fan when the AIB cards come in at the same price and more. The smattering of cards below that will be crappy blowers from lesser brands that are inferior to the FE in every way, but that most AIB's (the likes of Gigabyte, MSI, Asus etc) won't even want to put their name to. They will be releasing faster, cooler, quieter and better OC'ing cards and charging the moon, because Nvidia have allowed them to do this by setting the base price of the FE so high. The $599 1080 is a dream, or at least the 1080 we'd all want anyway. I am sure there will be a couple of models available at that price, just so Nvidia don't get sued for not following through on their price promise, but ultimately we've all been well and truly duped by the $599 price! It's all been a very carefully crafted game of smoke and mirrors.