FUD Zilla heard rumors that NVIDIA just informed its partners that $499 is the new MSRP for the GeForce GTX 680:
Either Nvidia has seen the general opinion on the GTX 680 higher than expected price tag, or simply dropped the $549 price tag to see AMD's reaction and force another round of price wars. Only Nvidia knows the back story and it is hard to confirm anything, but for now, partners have started hearing talk of a new $499 price tag.
At $499, the GTX 680 certainly sounds like a much better deal and we are sure that AMD will respond with a similar cut. Until today, AMD wasn't worried about GTX 680 due to its $549 price tag and, unofficially, focused on factory overclocked HD 7970 that should end up on a par with the GTX 680.