Nvidia got itself in price wars as it wants to move Geforce GTX 280 out of the retail / etail shelves. Currently at newegg Nvidia is selling its high-end cards for as little as $374.99 after you get your mail in rebate marketing scam.

The cheapest card listed is BFG Geforce GTX 280 and it normally sells for $404.99 and after a $30 mail in rebate you get to the final price of $374.99. This is the lowest price of Nvidia's top of the iceberg, high-end card that we've seen in years.

EVGA is a runner up with $419.99 price that sinks all the way to $389.99 after a $30 mail-in rebate.

At the same time the top ATI Radeon 4870 X2 card from Diamond is selling for $499 after $50 mail in rebate and obviously, ATI doesn’t want to drop the price as the product sells at the current one. Other vendors are more expensive, making this gap even bigger. 

You can check the Nvidia prices here.