I think what is being overl......
Let me state first - Amazing card. No doubts. Perf/Watt God, simple as that.
I think what is being overlooked is that the GK104 chip was launched to just pip the 7970 in price. It was a strategic price level. Take the stock issue out of the equation and look at what marketing is involved.
AMD had to reduce price to make the 680 less attractive. I would say it achieved that. I can buy a 7970 for about £360 (and that's a Asus DCII). Cheapest available 680 is about £420, averaging £440 for basic models (I'm ignoring DABS, it never has stock).
If 7970 had launched at £350, the 680 would have too (or less). Nvidia launched the 680 to be in direct competition with the 7970. Remember it's not a white wash, the 7970 beats GK104 in a few fairly intensive titles.
So, now 7970 is about 70+ quid less than a 680 (with prices stuck), I'd say Nvidia are taking the piss.
However, the 690 isn't a standard dual gpu. It's not a 295 or a 590. It's a custom built vanilla! The 690 probably isn't far off the mark price wise. There's one in UK for <£800 (
http://www.aria.co.uk/Products/Components/Graphics+Cards+-+NVIDIA/GeForce+GTX+690). I don't think it is overpriced at all for what is an incredibly well manufactured and exotically built card.
I think the vanilla 680 is now terribly overpriced though.