AEGIA had a hard task to make the right price for its upcoming and unfortunately delayed PhisX, the Physics processing unit based cards. It finally decided to start with a not so cheap $249 price and was criticised for setting the bar too high. Nvidia and ATI can get away with $599 or even $649 prices as there is a demand for these ridiculously fast graphic cards. To make things even crazier there is a demand for SLI/Crossfire based kit that costs well over $1,000 for a two cards.
AGEIA questions ATI's and NVIDIA's pricing

One of AGEIA's officers has been asking how graphics card manufacturers can charge their customer so much money for their products, The Inq reports.