That's the price it was manufactured to be, but AMD under-achieved with 7900's
You're talking out of your lady garden mate as per usual. The 7970's are ridiculously underclocked at 925mhz, and most if not all will overclock to at least 1125mhz and destroy Nvidia's midrange high price derp card.
I honestly can't believe Nvidia are trying to hoodwink enthusiasts eyes with a mid range part overclocked and rebranded high end. It's pure lolz.