The fact that they refer to it as the GTX580 should have raised a flag for the OP as the full fat GTX480 is more likely to be called the GTX485 or even GTX490 depending on what happens with any dual GPU card that may or may not be in the works.
I really cant wait for the showdown between the 'real' fermi, and ATIs 6 series.
i have a feeling this is going to be the competition we have been waiting for since the letdown of the original fermi release (which i still maintain was a placeholder to keep shareholders happy, rather than push the date back again)
better late than never, but maybe we can see some real competition in the high-end GPU market. the 5870 must have set a record for the longest time without a price cut...