Exactly. Because there is NO supply for the 400 and 500, they are getting rarer and harder to find, while people still buy them, be it because of budget issues or otherwise, thus, their price increases. Simple. As to the 780 Ti thing, if it had kept its price, it would be more affordable than the 980. That's why Nvidia discontinued it, since it would be far too good of an opponent of the 980. The 980 isn't that much better, it's more energy efficient, but in terms of power the 780 Ti does extremely well too.