Originally Posted by 45nm
Herd Instinct. It doesn't matter what Price/Performance value it offers if Human beings are like Cattle following the Herder/Flock. The fact that it's sold out doesn't signify anything else. It's the nature of how the human psychology works. I wouldn't also be surprised if Peer Pressure through various forms had an influence in the purchase of the GTX 690 or the so called 'e-peen value'.
Coupled with a low stock and quantities on hand and the marketing penetration and exposure for the GTX 690 it's not hard to see why it's out of stock. There are those trying to make it seem as if the GTX 690 is a revolutionary advancement when infact it is merely an evolutionary step forward.
Pretty good sum-up, part is performance gains, but mostly it's the psychology part as you said. It's a long proven fact, the more expensive something is the majority of people equate it to being worth more or better. Most don't question anything about it, it's new, shiny, and some improved specs so the price hike must be worth it and justified. This method works with just about any industry/product, not even a debate numbers speak for themselves.
Seriously, when looking at the specs and performance gains between the 680 and 690 is the $500 increase REALLY worth it? Some will justify it in their minds so they won't feel bad paying the $1000+ for the card, for some well behind the 600 series the step will be justified in varied instances. I know about all the reviews, specs, the 690 is a dual GPU, etc. but that does not justify double the price of a 680 to me. That is just my thoughts on it, everyone will vary on their thoughts and opinions. I try to keep emotion out of the equation and look at things objectively and the facts.