usually cheaper than stores. Usually... I don't know. It all depends on supply/demand.
edit: it also matters on whether or not you're willing to go used. Personally, I am. It's still the same card, and if the guy put 'never overclocked' and has a guaruntee, I usually go for it. I just checked, and they're pretty affordable on e-bay.
<b>I'm an unhyphenated American.</b>
Intel Q6600 @ 3200 1.4v
Abit IP35 Pro "The Snake"
2x2gb A-Data @ 800
Diamond HD 3870 512mb
Great FORD TRUCK