Originally Posted by Juliancahillane
This is being called the 680 to make people think/feel that they have a top end product, this is because its going to have top end pricing and can compete with the top end amd card. They dont want to ruin their 580 and 5xx generation product sales when they know there is more life in them, as they are already plenty powerful. Basically they are drip feeding us their advancement for maximum profits instead of passing the advancement onto us, the consumer............
In reality this 104 number and 256 bit bus and small die size means that its really the mid range Keplar......the gtx 460 equivalent.
There are a few more reasons I can think of that is making nvidia do this:
-They want to refine the top end card as its probably another energy sucking monster and needs more work (so we will be getting basically the 580 equivalent instead of the 480 equivalent straight off the bat)
-They will be able to get more dolla out of the mid range Keplar product, instead of naming it what it really is, they are calling it a 680, when it should be called a 660.
- This allows nvida to extract more money from the masses, rather than release the mid range card with mid range pricing followed by their top teir product with equal pricing to the 7970, when its going to be nearly twice as powerfull, they dont want to totally destroy amd because releasing the top teir card now would limit profits and as a result this usually results in a price war, which isnt good for business and limits profits for both companies.
This is also why they have chosen to release the mid range first, instead of the top tier like they have done in the past, its simply far to good and would mean a similar price to the 7970 would destroy amd sales and cause a price war like mentioned above, and ruin their 5xx sales
Quite smart actually from a business point of view, but quite annoying for us, as we know exactly what they are up to.
edit: that explanation was terribly wrote but i think i got the point across