Pricing should come under the HD 3870 and well under the 8800GT. While the card tends to perform on par with the HD 3870, sometimes better and sometimes slightly worse, with the great success NVIDIA has been having over the past few years people simply feel more comfortable using an NVIDIA card instead of an ATI based one. NVIDIA also tend to partner up with more game companies it seems, meaning that ultimately newer games are made for NVIDIA and able to perform better on their cards.