You've gotta hand it to AMD. The company's latest video card, the AMD Radeon RX 480, just brought the price of high-end PC gaming and virtual reality graphics down to $200. But long-time rival Nvidia already has an answer to AMD.
Nvidia on Thursday launched the GeForce GTX 1060, a $250 desktop video card (roughly £195 or AU$335) which, it claims, will be 15 percent faster than AMD's recent effort on average and 75 percent more power efficient.
The new card will go on sale from Nvidia and partners on July 19, with a fancy aluminum clad "Founder's Edition" available for $50 more.
For comparison, Nvidia says the new GTX 1060 should be roughly as fast as 2014's high-end GeForce GTX 980 -- a card that originally cost $550 (£425 or AU$730 converted). Yet the 1060 will also support a variety of new rendering techniques, previously limited to the recent GTX 1080 and 1070, which could drastically improve performance in future VR games.
It's easy to argue that Nvidia's $250 price doesn't quite have the psychological impact as AMD's $200 one, and paying 25 percent more for 15 percent better performance may not bring deal-seeking gamers back to Nvidia's fold.
With any luck, some head-to-head benchmarks will appear later this month to let us know just how strongly Nvidia wants to win the value-for-money graphics card war.
So, what can you actually do with a $200 graphics card these days? Click here to find out.