Tbh I think the 690's should have more "today only" deals.
I think the GTX 690 should retail for about half the price it is now.
The old GTX 295 cost me about £370 a go. I do not think its any harder to make a GTX 690 than a GTX 295.
By comparison some of the intel CPUs. i7 975, i7 980 gulftown, i7 3960x. Have several things in common. At some point they were all intels top EE chip, they vary in design, but most important of all they all entered the market at about the same price point (some would say overpriced). Nvidia take note not EVER INCREASING PRICES.