Both the GTX 260 and the GTX 280 were launched a little over a month ago and while the higher end 280 was available immediately at launch, the less expensive 260 was greeted with a paper launch. Since that time, Nvidia seemed to have been surprised by ATI's launch of the HD4800-series of cards which turned out to be extremely successful and performed above what many expected them to. In order to combat these lower-priced cards, Nvidia has sent the prices of the GTX 280 and GTX 260 into freefall. Once retailing for a bit over $400, GTX 260 cards can now be had for a shade under $300 after rebates here in Canada in some rare cases. Say it with me again: "competition is good".