If the GPU and only the GPU price increases by $40 for a 6900XT, then the price of the overall video card shouldn't really go up by more than that. If the price of multiple components goes up, then the price of the video cards may go up. What many people can't seem to wrap their heads around is that the GPU is the only component that comes from AMD or NVIDIA, so the actual video card price won't change all that much based on what AMD or NVIDIA charge. When we are looking at $1000+ for a video CARD, if the price goes up by $40 for the $6900XT(which sells for $1300+), is anyone really going to care all that much? How much is Asus, MSI, Gigabyte, Powercolor, XFX, Sapphire, etc. actually selling their cards for when it comes to distributor pricing? For all we know, these $1000+ MSRP cards are selling for $600 from manufacturer to distributor, and the distributor is the source of the price increases.