The GTX 260 is exceptionally powerful, quiet, even power-miserly. It too has dropped in price--you can find them for around $200 (!) with a rebate, anyway--although EVGA's FTW is... more. However, I believe that the price premium is totally fair with the Step-Up Program, warranty, and ridiculous overclocking potential. If the 280 is a heavyweight, then the 260 is a ninja. And everyone knows that ninjas are cooler.