They have have had worthy products before, it did not gain them market share. If these cards come in at 700, they have blown it. They have a shot now, it may hurt in the short run, but they will gain share at a 550 real msrp, not 699. 699 with partner cards at a thousand takes away the perception that they are for the enthusiast and puts them lock step with Nvidia.I've expected $699 from the very beginning. It doesn't make sense for them to undercut by more than 50, because they will gain market share as long as the product proves itself worthy