MARSOC_Operator :
Many will pay a premium (at least during the initial hype), but MOST will definitely not. That's the point here. The high-end isn't pointless, especially in the gaming industry, because newer games demand more powerful hardware on a daily basis. So if you have a cheaper high-end product (the 5970, for example) then you are king of the market. Besides that, ATI has all niches covered with the 57xx series and now with the 5830.
The high end is certainly pointless, the vast majority of gamers will use cards in the 200 price bracket at the most. Those in the market for a 400+ card will certainly have no problem paying a touch more if it gives them the best.
You don't seem to understand just how small the pc gaming card market is in general, let alone the highest end of it. The sales at the high end make them almost no profit, they function as a goal to build for that increases IP, increases mind share, and generally boosts the sales of the brand in general.
They make the card that is the best they can make, and sell it at a point that makes them the most money. If that point is $50, or $200 makes little difference as the sales figures of the high end are in effect not even noticed by nvidia, ATI, intel, etc.
Nvidia knows that fermi will not make them money. It comes down to how much they want to lose, likely they can make more profit (at least closer to breaking even) with a higher markup assuming they intend to sell every card they produce (They likely will, as the supply will be limited for a while). However, the company likely also expects Fermi to make loads of money in HPC, as a product and as IP used in future products.
The gtx480 may very well fail compared to the 5800 series (in terms of money made, units sold, etc.) but this market is insignificant to the success of a company. After all, many will buy a gt240 over a 5670 on the basis that the 480 is a touch faster than a 5870. Unfortunately the informed shoppers like us are not the norm, and our hobby of gaming and building high end computers is a very small niche in the products ATI/Nvidia/Intel makes. Just ask the GPU market share king, Intel, how important they feel the gtx480 level performers are.
Many more people than you or I would like to think will buy the 480 over a cheaper alternative. Sadly even if everyone in the high end were smart shoppers the rest are not, and for them if the 480 that no one has bought off the shelf in a month is faster than the best ATI can put out (I have no doubt that nvidia will release a 495 type card as well, just that I feel it will be a useless product) that is enough to choose an Nvidia laptop.
Mind I won't recommend any of us buy a 480 if its price is way out of whack (I doubt it will be crazy though, as that would give it a bad image), just that we have to understand that what we do and want is becoming very meaningless in the industry. Many of us gamed when computers very much were a niche market entirely... that won't ever be the case again.