Lowest radeon 9700 pro is 258 on pricewatch and the lowest Geforce FX Ultra if the Asus 9900 is ultra, is approx 354.00. Amazing considering the geforce fx performs the same in some benchmarks, but worse in others, and only a few better. But price/performance ratio is waaaayyy off. The FX should be priced if anything, slightly higher, not 100 dollars higher. Not sure what Nvidia is thinking, but perhaps there is a reason behind the high cost. Either way, if the ultra was even 10% faster, the radeon being 100 less would be the better buy. If it was 30-40%, 100 bucks would be worth it. Makes you wonder how they will price the NV35.