Just saying that the price is normal for an high end graphics card then mention that when these new high end graphics card are released AMD or NVIDIA normally reduce the price alot for the older models.
I don't know if that's happening outright here, with the lowering of card prices. It sounded like AMD is basically launching at least half a dozen new R9 cards, with the low-end of them being on-par with the Radeon 5870. It makes me wonder if they are going to cut the pre-R9 stuff out, rebranding, and simplifying the naming here.