Do they usually match the price that it goes for or that you bought it for?
They match relative performance, they will replace it with an identical part if they have it, or an equivalent performer. Usually you will get the cheepest alternative that is not a drop in capability.
They will not worry about the price of teh card currently or when you bought it.. only what it takes to replace it with something that works as well. Obvisouly they are going to try to give you the cheepest part that fills that role.