well, they had to do this - there's a lot of evidence that people aren't falling over themselves to buy PCIexpress graphics cards in the 'midrange' segment. What they're really doing is heading off the new Nvidia offerings "at the pass" - Nv's new 7200 is to be introduced shortly and I'll bet it is priced at 99 and below.

they should reconsider selling cards for $549 and sell them max at $349.