AMD has been playing a distant second to Nvidia as of late; playing the price/performance angle makes quite a bit more sense from a financial perspective.
While developing the highest specs have always been the driving force behind GPU R&D, it still boils back down to sales. Of course both major GPU manufacturers offer a range of cards to cover all budgets, there's just higher profit margin on top end cards initially. Nvidia only recently broke their pattern by introducing the consumer friendly 9600 series well before the high performance 9k models.
But if AMD can provide the highest performance relative to price, the the average savvy consumer should end up buying their latest offerings.
As is the case with the majority of PC gamers who generally try to find the best price/performance buy, while the specs on a $600 video card are always impressive relative to the last generation, the price premium doesn't exactly match the performance jump. You always end up paying the highest premium for that top 10-20% performance increase.
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