Price wars have already started. Nvidia already dropped GTX 280 to $499 and it looks that GTX 260 will sell for $399.

Nvidia is still telling its partners that $399 is the launch price for Geforce GTX 260 but it looks that this card will quickly go down to $349. With $349, GTX 260 looks much more attractive and it will do well against the $329-priced Radeon HD 4870; but as we suggested, once ATI feels threatened it will simply drive the prices down.

Nvidia sells Geforce 9800GTX at $299, which means if the GTX260 price goes down, Nvidia has to drive 9800GTX down, too. Radeon HD 4870 beats 9800GTX and there is the problem. At this point, at least when it comes to the average selling price of Nvidia cards, we simply have to say, DAAMIT what have you done?