There have been at least 3 cardmakers for ages, just none except ATI and NVIDIA have taken much market share. We've had the Kyros and the Savages and the Xabres and the Parehlihahelas and now the Volaris and Deltachromes. They have all helped keep the prices in at least the low end of the market in check. If there was another high end card it might help a bit keep prices down, but I doubt theres much room for them to move, they cost a lot to make