Hundreds of millions of people are buying graphics cards so Nvidia are just responding buy maximising profit as much as possible. They're a business after all. I think it's the consumer that needs a kick in the butt for creating such a huge monopoly that no other competitor can possibly complete in.
Monopolies are created by buying from the same company for years and years. This is guarenteed to drive prices up. The consumer then moans that the inevitable happened.
I'm not saying nVidia is responsible, by "kick in the butt" I meant a serious response from AMD that would shake things up and force them to change their strategy. Of course the consumers are responsible for voting with their wallets, that's why I'm still thinking whether I should go for it.