The GeForce GTX 280 may end up a lot cheaper than most people expect. Weeks ago we heard this card would cost around $600-$650 but according to FUD Zilla, the card will have a pricetag of $499 while the GeForce GTX 260 will launch for $399.
The reason for this is simple, ATI will price its cards aggressively. The new suggested retail price might drop as low as $499 for the GTX 280 and $399 for the GTX 260. We were advised that some of these prices, especially the GTX 260 might go down further within a weeks after the launch.