i payed roughly R7500 for my GTX295 when it got released, and if i had waited i would have got it cheaper i know that now. But i bought it cause i got 7200 for my GTX280 a week before the release of the GTX295 made alot of sense at the time. So R7700 price point is quite normal for a new nVidia GPU, and i saw by the article is based on the ASUS brand which falls in line with the more expensive line of cards. If i recall correctly.. Anyway if you want it cheaper wait for the Zotac, BFG, MSI, EVGA, POWERCOLOUR, inno3D versions of the card you will save a good few pennies.