In which case it should have just been called 67xx if it's coming in at a lower price. The ONLY reason to call it a 68xx is to deceive and mislead the consumer. Hence, it is complete fail, IMO.
Not to mention making a complete mockery of the consistent and practical naming scheme since 3xxx. We're basically going back to the dark ages of naming schemes where performance is just randomly assigned numbers with virtually no consistency. Again, even more fail...
Dont believe it would be a fail they could easily price it 250/200USD even at intro and have huge return. Look at hd 5850/5870 they never stumble down below ~300/450USD (thanks nVidia braniax and their scheming)
btw, those "misleading naming scheme" don't believe it happened first time looking at x1950pro/gt/xtx or x2900pro/xt parts, but your absolutely right after they skipp 2900->3870 in same generation they really didnt approach to naming scheming. It's not something they really need. But hey they didnt ever reasonably explain why they change name to HD6000 series! After all it's only HD5000 with "turbo-boosted" logic to oversaturate SP that they change. It would not even bring to us considerable TDP reduction, if we assume that this is "fully mature 40nm (V.3.0) TSMC node" and that chip is now 30% smaller than RV870/Cypress.
Means, that 5870 (Cypress) should have been priced under 200 USD since 4870 had already fallen below 150 USD by the time it launched. And I believe was closer to 100 than 150 USD at many places already when 5870 launched.
4870 had intermediary in hd4890 incarnation and price falls were mostly due ATi not having anything to compete in mainstream market after ridiculosly low number of 4770 came to market (TSMC hilarious 40nm bug V.1.0 .. yada-yada)
btw. where did you get those bunch of 100USD hd4870 (even stock 512MB) i'd rather bought half-a-dozen at those prices at that time. You know what's most ridiculous ... that now when 4870 is one year obsolete you can still bought 1GB "only" part at some insane 250US+VAT prices (in selected countries )