I would have been more impressed if they just named it GTX660 ti @ 250 pounds and launched that. That would mean the midrange card would be as fast or faster then AMD high end
Absolutely nonsensical if you are Nvidia.
Why take a industry leading product, give it a lame name and charge bugger all for it?
I maintain. Every last frame per second you see from Kepler in a game or benchmark will come with a heavy price on its head.
If the 680 is faster than the 7970 then it would be completely idiotic to downplay it and make less money from it.
If it is faster than the 7970 then it will be the world's fastest single GPU. And that comes with a status, a name, and a price.
It could be all down to frightfully good fortune that the 7970 is actually quite crap in the realms of 28nm, or it could be AMD testing the water with a dummy card, with a serious chunk of potential locked down.
I will go for the latter. AMD knew Kepler was coming, and all they had to do initially was beat the 580 and own the fastest single GPU on the market. They can then charge what they like for that privilege right up to the point Nvidia change that. They can then repeat the process using what they held back the first time around.
Which, from a quick look around seems exactly what they have planned.