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JEMC said:

And make a price cut on the 970/980 to counter the 480 is one of the possibilities that I mentioned in my other post. And doing that with the 960 wouldn't be as effective as it's already a ˜200 € card (4GB variant) and would be a lot slower than the 480. Only the 970/980 would work against the 480.

 

Well, IF Nvidia is slashing the 970 prices to temporarily counter the 480 until the 1060 arrives, they naturally also have to lower the price of the 960, perhaps even the 950 price. The retail stores will want to get rid of these models until the 1060 and 1050 launch in August and/or September.

http://www.geeks3d.com/forums/index.php?topic=4547.0