I was wondering because it went up to about $1,000 and around $850 on some sites at times but it was $660 for a loooong time. For some reason it says "Marketing callout" on it but i have no idea what that means i tried Googleing it but no good results. I mean i can buy a Titan X for the price of some Asus 980Ti's which is crazy stupid man! Is ASUS having problems or something?