Word is going around that AMD has lowered the freight on board (FOB) price of its Radeon HD 7970 from $525 to $475, but Legit Reviews points out there's little reason to get excited about this as cards will likely still get listed for $550 when they go on sale next week:
The rumor going around today started over at DonanimHaber and that site says the freight on board (FOB) price has been lowered from $525 to $475. We assume they mean FOB origin, which means that the buyer still needs to cover shipping costs. That means the cards will still be market up well over $475, so don't get too excited or think a $50 savings will be passed to customers. We just wanted to clear the air on this as some sites are reporting that the retail price dropped down to $475 and that is not the case. Legit Reviews reached out to AMD and they said that they were not aware of a price drop and that the original price reported by Donanimhaber is incorrect. LR still expects to see cards listed for $550 when they go on sale next week.