Rebates are what it's all about! I ordered my custom "Performance Rig" on Monday evening. And actually because of the fact I was ordering items that would give me $120+ in rebates (eventually), I was able to add that money into my spending, and I went from a GTX 960 to a GTX 970 - wound up with an MSI GeForce 970 GAMING 4G -- and let me say this because I feel it's important and relevant - I am not a gamer at all, really don't think I'll even try a game on my new machine and if so just for grins and testing it out. But I am sort of into the machines that can, and of course applying that capability and power into other things and hopefully productivity etc. SO WITH THAT IN MIND, a GTX 970 is a huge piece of kit for me.... I know the people who game game game and compete and put it on YouTube and Twitch etc. might not be content w/o a GTX 980 TITAN Twin-Turbo Carerra GTS Twin Frozr Armor-Coated Plasma-Blaster w/ Photonic Cannon defensive systems and helium cooler, but for me, the card I bought is most likely overkill already. BUT - anyway- I was able to get a big upgrade over the card I would have bought because of Rebates --- get them and fill them out and get that money, don't let the companies keep the rebates they firmly believe we will forget to fill out and send in etc.