A $700 video card isn't targeted towards "rich people." It's targeted towards enthusiasts with a job or kids with generous parents. $700 isn't out of reach of a minimum wage earning employee if they're willing to spend that much on a video card. Next time you're at McDonalds facing a pimply faced kid, ask yourself if you view him as rich. Most people simply aren't willing to drop $700 on a video card, but it isn't because their credit cards are maxed out or their bank account is empty. These cards are only manufactured to grab the performance crown from the competition, so they can be the talk of the geek world and receive free name recognition. They do nothing monetarily for the company at all.