How confusing will video cards get before we all die?

Okay, so I'm building a new system, totally scrapping the old one and starting from scratch. I'm looking for the very best that the ~$350 single video card market has to offer. I see the $330 GTX 260 and like it, but then I see the Radeon HD4870 absolutely killing the benches of the GTX, at least for the price tag of $285, and now the 4870 XOC from Diamond is out, http://www.tigerdirect.com/applications/SearchTools/ite... and the core clock goes over 950, and it's still only $315. Simple as that then, right? Of course not. PNY's overclocked GX2 now only costs $300 http://www.newegg.com/Product/Product.aspx?Item=N82E168... and EVGA's standard GX2 is at a mere $285. Don't take any of what I'm saying the as me complaining, I actually think that it's rather funny how crazy cards and prices are going now, and I am happy that these really powerful cards are so cheap now. At any rate, what do the forums think about these cards and their new prices?