SteelCity, you keep referring to retail prices. That's not how GPU price contracts are negotiated for companies like Sony and MS. You also linked the most expensive
retail HD7850. How about an after-market HD7870 for $210? (
http://www.newegg.com/Pro...aspx?Item=N82E16814161404)
First, there is minimal R&D spending for off-the-shelf PC parts anyway. Second, the price of that chip is not set in stone for the entire generation. Prices of chips drop over time. As 28nm node matured and yields improved, HD7850's price fell from $249 MSRP to $140-150 in retail today. Let's say AMD sold that chip for $70-80 to AIBs at launch. This doesn't mean that right now AMD still sells HD7850 GPU at those prices to AIBs. This is how prices are cut over time in tech.
When you look at the actual cost of these GPUs, you are missing a huge chunk of profits AIBs and retailers make that's built into the retail price. Even NV's / AMD's highest end GPUs like GTX680 and HD7970 only sell for $100-130 to AIBs. I don't think you have a clear grasp of what the actual GPU pricing is directly from NV/AMD. It's not $250 for a $300 card or $400 for a $500 card.
Here is a good chart for some older gen cards with a breakdown of costs related to each component in a GPU:
http://img813.imageshack.us/img813/1461/q2msa.gif
AMD sold HD6970 GPU for $85 and the total cost to assemble this to AIBs was $189.35. HD6970 sold for $370 in retail.
NV sold GTX570 GPU for $85 to AIBs and the total cost to assemble this was $167.48. The GPU had an MSRP of $349.99.
Mid-range products of that generation were GTX560Ti ($106 cost for the entire card) with $249 MSRP and HD6870 ($119 for the entire card) with $239 MSRP.
Right now HD7850 goes for $140-150 in retail channels which means the total cost of kit to AIBs is likely $100-110 and AMD sells these GPUs for $50-60. By Q4 2013, the total cost to Sony for HD7850 will be under $100, easily.
The entire GPU subsystem inside Xbox 360 cost MS $141 at cost! That means this was roughly equivalent to a $250-300 retail GPU if AMD's AIBs sold this chip directly at Newegg, etc.
"...the total bill of materials (BOM) cost for the Xbox 360 Premium reaches $525, well above the retail price of $399. The GPU, designed by ATI Technologies to provide high-definition (HD) graphics, costs an estimated $141, including embedded DRAM from NEC."
http://www.xbitlabs.com/n...splay/20051123214405.html
Also, most companies who bid for consoles and win those contracts aren't doing it to make a lot of $. It's more about aligning with such an important project/client for brand building, future customer recognition, etc. That means when AMD sells GPUs to Sony/MS, the profits will be minimal, which means Sony/MS won't paying a large premium to AMD for the chips.