This is where the consumer fails, badly.
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Consumers need to inform themselves even marginally then pay a fair price and not pay more just because said company wants them to.
Think of it like this, if the Titan/ti card came out first then Nvidia would never price the 1080 above $400-450 at all. Consider the whole range of cards there will be, where the 1080 fits in and where the cost of the top and low end cards will be and then consider what seems fair for a 1080.
More to the point, once the big core is out Nvidia will be selling the 1080 exactly where they always intended to sell it. The 1080/70 will be a healthily profitable card for Nvidia in the $300-400 range, so why pay more when that is where Nvidia designed and intend to sell it.
Indeed. And some folks are saying there might not be a 1080ti/Titan Pascal. Really? Whether there will or won't be, it's in Nvidia best interests to make as much profit from the 1080 as they can before they have to inevitably lower the price.
Right now, it's mainly just for folks who are impatient about getting a new card or those who are willing to SLI for good 4k/1440p. Their impatience > their wallet. Which is fine, people have the right to spend their money however they want (even if it isn't the best for them). But they might be the ones feeling a bit bad when the 1080ti/Titan releases with a ton more performance and 1080 prices become more reasonable. One only has themself to blame if one has regret.
But hey, at least they can say that they had amazing performance much sooner than the folks waiting for the bigger cards. And if I'm honest, anyone on a single 970 or below will be getting a big boost to performance. Though if I were impatient with my 970, I'd rather buy the 1070 instead and maybe go SLI if I needed the extra grunt. Not to say that the 1070 won't have early adopters+UK tax too.
970 to 1070 makes more sense, though someone said that Nvidia are disabling a quarter of it. If it's anything like the 970 relative to 980, then even with a little price-gouging it would still be the better option. If not (and it's not as well performing as we'd expect), then it would be obvious that Nvidia are prioritising 1080 sales and profit from that.