NVIDIA's GeForce GTX 760 is going to for the most part fill a niche between the HD 7950 and HD 7870 and deliver performance that is slightly better than the GTX 660Ti that it is replacing. You wonder what's the upside if the performance of the GTX 760 is similar to the GTX 660Ti? Cost to the consumer is one thing. Current pricing from Newegg has the GTX 660Ti ranging from as low as $259 after rebates to as high as $315 after rebate. The GTX 760 is going to retail for $249 with today's hard launch with stock available at all your popular e-tailers and brick and mortar stores. NVIDIA's partners will have custom versions available and with the trend over the last few launches the pricing for these cards should prove to be attractive.