Not sure if this has become "official" yet so forgive me if this is a waste of a post. Just noticed while reading the contest rules to win a BD, AMD states the retail value is around $300. http://sites.amd.com/us/promo/processors/Pages/fx-rules.aspx "7. Prizes: Top tier prizes: Five (5) AMD FX series eight-core processors. Approximate Retail Value: $300 USD each."