As to "welcoming" a $499 price, well I suppose that is a matter of perception. Personally, I don't welcome prices. . I welcome price/performance, when it seems appropriate. Given 7800GTX intro'ed at $649, you could probably coin flip who to blame for that original price --NV for gouging, or ATI for stumbling with getting R520 to market and thus encouraging NV to do so. Or are you suggesting there's been some great change of heart in Santa Clara since last June, re pricing?