Pricing is rumored to be in the $280 to $290 range so this puts a price premium of $30 to $40 over the $250 base price on the reference GTX 760. For those extra dollars you get a whole hell of a lot of upside in terms of performance, cooling, and long term reliability, not to mention the tremendous upswing in gaming performance. Also, the yellow coloring just looks awesome, especially when coupled with MSI's high end Z87-based motherboard offerings, including the MPOWER MAX. All things considered, MSI hits a home run with this card, delivering impressive results across the board. In this price range it's going to be hard to beat the value this card delivers.