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Can someone explain to me why Nvidia dropped the ball with the GTX480?

I've looked at benchmarks and its easily the most powerful single GPU DX11 card.
We all know the issues that come about with dual GPU setups so I think being a single GPU is a plus. While its ~50-70 bucks more than ATI's closest single GPU card (5870)...it runs ~25% faster on most game benchmarks I've seen...

Like I use the Nvidia 3D vision so I am kind of stuck to Nvidias cards...but even that aside...I'd buy one if I could ...but they are sold out.

Hell I'm even thinking about getting a GTX470 which at $349 comes off as a great bargain.

I'm thinking that GTX470 in SLI would most likely rape the 5970 and cost the same or less.