Nvidia is going to be holding the bag on this one if AMDs GPUs are even 75 to 80 percent of their performance.

The price inflation, size of the cards, and the power draw issues all contribute to making end users leery of investing into such an expensive item.

So if you can get something that's half the price and most of the performance? Why not. Especially when it'll fit in your case and isn't melting power cables.