Supply and demand my good man. Demand is high and supply is low, there is also no direct competition with other directx 11 cards. You could get a GTX295 for that price, but no directx 11 support. Although, given the fact that most games still don't require directx10 even today, maybe it's not that huge of a deal. The most sound advice is to wait till the Fermi cards come out and hopefully drive down prices, also, availability will be higher then, but that's no fun. Welcome to the bleeding edge.