Quoting bare numbers, the Nvidia GeForce GTX 780 3GB is 30% more expensive than the ex-flagship GeForce GTX 680 in terms of recommended price and is an average 30% faster. So, everyone involved, meaning Nvidia and gamers, get his 30% and everyone should be happy. On the other hand, the GeForce GTX 780 announcement doesn't trigger on a change in GPU generations. The higher performance comes at a higher price while the GeForce GTX 680 doesn't leave the market as far as we know. There's no competition with AMD: the Radeon HD 7970 GHz Edition is slower but much cheaper. That’s why the other new product from Nvidia, the GeForce GTX 770 model, looks more interesting and we will test it in an upcoming review.
That said, the Nvidia GeForce GTX 780 is indeed worthy of attention of every gamer who appreciates high-quality visuals and high frame rates. We mean those gamers who want a very fast graphics card but find the $1000 GeForce GTX Titan too expensive. Thanks to its good overclocking potential, the GeForce GTX 780 makes the Titan’s market perspectives dubious as it easily overtakes the latter when overclocked. Offering all of the Titan's benefits, save for the hardly useful 6 GB of memory, the new GeForce GTX 780 looks more attractive as a premium-class solution. Nvidia has also managed to keep the new card's TDP at the same level as the previous flagship's and equip it with a quieter cooler.
Now, the last paragraph is going to be a sad one. Currently, the GeForce GTX 780 has no rivals in its price range. So, what can we expect in the future? Can AMD respond with a new single-GPU product of its own? Probably. It is not impossible to achieve a 30% performance growth when changing GPU generations. But will AMD limit itself to the current price of the HD 7970 GHz Edition? We don't think so. So while we used to buy top-end graphics cards for $499, we will have to buy them $150 more expensive in the future or choose less advanced products. That's not a bright perspective but time will show.