Always?
Both the 5870 and 5850 had preorder prices that were exactly the same price as AMD's MSRP. Well that just blew your always theory right out of the water. In fact, there was also virtually no price gouging for the first month or so of 58xx sales. Prices didn't in fact start to go up until AMD revised their MSRP to reflect that supply was so far under demand that it would be fiscally irresponsible of them as a business to not increase the price. At least in the US, and from what I remember also in the EU.
As to the
, yes, that's absolutely a slap in the face that it's called 68xx. One nice thing for AMD moving to names rather than number schemes for their cards is that it's easier for them to obscure the fact that Barts would have been named Rv940 and Cayman would have been Rv970 had they used the traditional naming schemes.
Either way from everything revealed thus far, 68xx is a big FU to your everyday consumer. And I can only imagine every card going down the line will be similar in offering little to no performance improvement over the cards that they replace. Yay for PR.
I'm just waiting to see final performance numbers for 68xx in reviews. If it's similar to what's been revealed thus far, I won't be buying any AMD products for 1 or 2 generations.
Regards,
SB