Nvidia would be smart to drop the prices of GPUs. Since AMD took a huge investment in console gaming, now is where Nvidia can show the world that a dedicated GPU in a PC will outperform a new console any day. Also, drop those prices so the PC market will get back on track. Quit trying to make up revenue by increasing prices when in fact, it only segregates the market more. The higher the prices you will only keep the business of enthusiasts. Lower the prices and bring in more business by hitting the average gamer class and people who can't afford to drop $500 on just a GPU.