Sapphire has delivered another set of video cards that deliver performance above what the reference cards can deliver at a price point just slightly above or equal to the pricing from the rest of the ATI manufacturers. Comparatively the pricing on the GTX 275 ranges from $239 to $299 from a popular etailer depending on manufacturer and whether or not the card is a factory overclocked model. The pricing of the Toxic at $259 and the Vapor-X at $239, positions these HD 4890's at a point where you are paying equal dollars for performance that is much closer at the larger resolutions than at the lower end of the scale. A win for Sapphire and ATI. As ATI's largest partner, Sapphire seems to have a leg up on all of the other partners when it comes to bringing out in house designs with better components and better cooling solutions. Their proprietary Vapor chamber technology has graced just about all of the self designed performance models (Toxic, Atomic) since the release of the HD 3870 Atomic Edition back in January of 2007. Heck it has even spawned a new line up the Vapor-X Editions.