See as 2x GTX 680's get the exact same performance and are 200$ less, I think I would get 680's. However, if it was maybe a 50$ difference, I would get the 690 hands down just for the "I have it and you don't" factor.
actually this is one of the reasons why I love the US market, they got this rebate stuff and those, as prices over here are similar to the US market + shipping from US to asia and sometimes more expensive as that (and if you even think of buying it using your credit card you get charged 5% by the store oh and by paying with card it's more expensive than the normal price you pay with cash so it's like + 40$-100$ + 5% of total cost)
well i'm still planning on getting a gtx690 i'm still holding out on the gtx680 if I can get 690 i'll go with that if not then 680 it is.
the reason why its priced so high is because newegg knows that they can get away with it and make an easy 200$ because they know that rich people/enthusiasts will pay for that luxury. similar to what they did with ivy bridge, you can find ivy bridges on other sites for much less, newegg priced it accordingly because they know people will buy it regardless, and tacked on a 20$ gifcard.