Well I do hope the best for ati, I always love to see an underdog kick butt, and I am sure they will with there new card. One thing I think may help ATI is to actually offer a better looking package, with the new wave of show computers with clear side panels and lights inside, the average consumer wants a card that will not only perform but compliment his or her system looks wise. The old red / black style look is just boring, look at all the makers of the GF4, man you can get a card that looks anyway and about any color or style you want it in, and with slightly different configurations, I do hope they do the same for the new ATI card, even though it will probably not happen. If they can bring the card in at a retail price of $299.99 or even $50 lower than an nv30 I think it might get the die hard nvidia people to make a switch, I know it will be darn hard to get me away from the Nvidia chiped cards. But kudo's to ATI for really bringing a competitive kick ass product to the market!