Yep they need to balance unit sales with unit profit and unit cost. Once they have that balanced it will be fine. If they charge enough more to make up to selling less their profit margins for the cards will equalize. Then they can produce less and claim more profit. It makes them have improved financial efficiency. Yes the cards are expensive for a video card. WAY back when I bought a 450 dollar BFG card I thought that was expensive too. And people complained about the increased cost of cards then as well. So that BFG card was EASILY 10 years ago... lets seee.... So that 450 I spent on the BFG card then would equate to 537.77 dollars today. I paid 800 dollars for the card (just like a buck over after taxes actually.) But i sold my old card for 150. So I spent 650 net on my new card. So by that math the financial impact was just over 100 more than what I spent on my card back then. My income is vastly different than it was then though. Roughly 1/2 of what I make today. Really looking that BFG went defunct in 2010 I might have bought that card in 2007. that means the 450 is 560 today... so improves things a bit more. So if we account for PART of the cost increase people are so incensed about being that the value of the dollars is so different... Perhaps that will help alleviate the concern? Of course....going way back to 1990 when I first started spending my own money on computer parts... 450 then was BARELY enough for 4 MEG of ram.