As we commented in our reviews, the nVidia GeForce GTX 280 and GeForce GTX 260 were just a little expensive at launch. In fact it was hard to recommend either over the AMD ATI Radeon HD 4870, which offered almost similar performance to both, while being significantly cheaper. Not so any more, though, because nVidia has slashed the price of both.
Taking a quick look around, the prices for the GTX 280 and GTX 260 now sit at around £320 and £220 respectively. That's some £100 reduction from the launch prices and brings the GTX 260 to near-enough the same price as the 4870 - with which we found it also competes on performance terms.
Sitting closer to £300 should also make the upgrade to the GTX 280 a little easier to justify, given the percentage performance increase. Of course, you won't be getting a 50 per cent faster card for that proportional cost increase, but those after the absolute fastest card money can buy will doubtless be happier to know it no longer requires selling internal organs on the black market to own one.