Why shouldn't it be cheaper than a 780Ti? That's a chip not born for games and could be overtaken by the next architecture as we have seen many times in history. Usually it doesn't happen when a new architecture comes out, but the 780Ti in particular is a chip not born for gaming and it may absolutely be overtaken by the next gen gaming focused hardware and be even cheaper than the former flagship video card. Of course, not if the pull the price up just for being alone in the competition.