If people are willing to pay the mark up that's on them, but the list price is what is being debated. The 5870 and 6970 both listed below $400. The 7970 would be the first time AMD goes above that in years for a single GPU. AMD customers typically are looking for a value solution and charging $400-500 will cut their customer base short. They still will sell out, but after stock meets demand, people will rather get Nvidia's next card over the 7970 if both are $500. Here's hoping for $380-425. All speculation of performance commands X price are rumors and assumptions until NDA is lifted. Just last year the 6970 was forecast to be a $450-500 also until they didn't live up to expectation of beating the GTX 580. I agree with this article: http://alienbabeltech.com/main/amds...ming-hd-7970-exposed-a-short-lived-video-card If they price it at $500, it's reign will be short lived.