The real market for video cards is the midrange sector as not everyone can afford to plop down $500 for a video card. Guru3D has a table and picture
of NVIDIA's 8600 and 8300 series coming out and it looks to be priced pretty well. The high end 8600 Ultra comes in at around $180 while the 8300GS can be had for as little as $80. You'll get DirectX 10 support in a very affordable package when this comes out.