yeah... your buddy should wait for black friday for some sweet deals like packaged games or discounts... the r9-290 is going to be $399 for reference models. even given the so called "heat" and "throttling" issue, its still far faster than a 680/770/7970/r9-280x which are all around $300-$330. But those are also great gpu's in their own right and if he is going to be gaming at 1080p only and doesn't plan on moving up to 1440p in the next couple years... he is likely going to be more than happy with their performance. its also a possibility that nvidia will further price cut the gtx780 which is currently +/- the $500 mark and the 290 seems to be +/- 3% the performance of the 780.