I don't think people will actually pay those prices. Sure the enthusiasts will but the average person will not. They may pay a little more, but I think what they are far more likely to do is lower their expectations to meet their wallet. I know that I am already thinking in terms of doing that. Enthusiast I may well be, but there is no way in hell I am paying 1K for a graphics card that is only 30% better than my last one. I will just delay buying one until the cost/performance meets my requirement! If that means I have to get a lower spec card then so be it. If that means I have to get a lower spec card and wait for the generational increase in performance, say series 4000, then so be it. And I can't help but think that many other gamers will be the same. They will buy what their budget affords, not what NVIDIA demands. This is especially the case if the economy nose dives. No one will be able to justify that money on a graphics card.