Maybe now ATI will lower the prices
Ofcourse, just after pushing news or release of the "next generation" card.
Then, Nvidia will be like "oh no way! you mofferuckers!"
And release their own shiny new nextgeneration DirectHDSuperplus vision in 4D XL video card, they have been making in a secret monkey lab and has been animal tested by suicidal Japanese childlabourers, to cut costs to give you a "bargain";
'we really want you to play with our hardware, man. I'll give you a cheap price, because I have a good heart", and once you fork out, they smile at you "this one goes faster ;) But, man, I know you want to play with our stuff and make things look shiny... I'll cut you in.. Just 10% off man.. you can get the money, it's a bargain.. ".
.
"Woah! Woah!", will ATI scream, "no way! you are busting our balls here Nvidia!"
ATI will relabel or redesign their architecture, while they're secretly working on their n-D SuperFantastic alternative reality renderer, trying to divert attention away from it by coming out with the dud-kindof refurbished graphic card.
Nvidia will think "ha!ha!ha! Your puny card! Our 5D, handcrank accellerated M-based probability engine makes your piece of hardware look Mexican...
Until ATI releases and Nvidia is all like "ok, that's pretty awesome.. but we are now using dolphins and sharks for our assembly, how much cooler can you get?"
Then Matrox sends out some PR, and people wont care:
"Oh hai, who are you?"
""it're those guys for professionals stuff I cannot afford."
"oh, don't care. Give me the card assembled by SHARKS!"
(I think Matrox has to rework PR, really.)
tl:dr; it's been that game for decades and you're buying it as an industrial or corporate opera show.