He didn't say cheaper, he said "price/performance winners".The cheaper product will always sell but it doesn't mean it's the better product.
Somehow people seem to equate cheaper with better. It applies to some products but not the majority.
Those kinds of cards are more profitable, which is why ATI has aimed for that market segment in recent years. If you want to put a price on it, it's probably somewhere from $199 to $299.
I should specify, when you say "better", I equate that to "makes the most money".
Performance means nothing if it's not proftable.