It's great to see nvidia putting out a new video card, they've been falling behind for a while now, and this thing beats the 5970 in DX10 titles, but the 5970 STILL kicks this card's trash in DX11 titles by a good margin. And if newegg is to be believed, you can lay hands on a 5970 these days for 500 smackers, whereas this 580 would cost you $560 dollars. There will be tons of people buying this card just for the nvidia name, after all you don't buy a ford when you like honda just cuz they have one model with slightly better gas mileage, but nvidia's rep can only take them so far. They need to put out a new series on the 32 nm manufacturing process NOW or they're gonna start losing momentum.