You know, while the rebrands kind of suck because I'd like to see some new tech hit the market, most poeple reasons for not liking the rebrands suck just as much...
The argument that people are getting tricked into buying the same card over again, and they will disappointed because of it doesn't make any sense, and isn't logical.
If you already have an 8800GT, you already have a high-end card from its generation. If you upgrade to a high-end card to a mid-range card of the next generation, you should know there isn't going to be much difference. This is regardless of if the card is actually a new card or a rebrand.
@FreedomEclipse: The GTX260/275 are not mid-range cards, they are high end, the GTS240 isn't competing with them. And while the HD4770 does perform better, it is almost impossible to find due to ATi's inability to supply stock, so I find it hard to say it is "cheaper" when you can't even find it for sale. I almost wonder if it was just a gimmick launch to get all the hype up for being the first with 40nm parts. And even when it was in stock, it was selling for $109+, I think I saw one selling for $99. Still not close to the $85 price tage of the 9800GT. And remember, part of the rebrand is the move to a new reference PCB that is supposed to low costs and hence lower the price to the consumer. If you want to make an argument for a cheaper card, go with the HD4830. At least it can still be found in stock, performs identically to the 9800GT(though will be behind the GTS240 due to the raised clock speeds), and is available for as low as $80.