Breaking technology.... and ya can't go much higher as current Display Port can't handle 144 hz
BenQ XL2730Z - TN - G-Sync (actually Freesync, not ready for prime time, Freesync broken)
http://www.tftcentral.co.uk/reviews/benq_xl2730z.htm
Asus ROG SWIFT PG278Q - TN - G-Sync (formerly top dog but that position now held by Acer XG)
http://www.tftcentral.co.uk/reviews/asus_rog_swift_pg278q.htm
Acer XB270HU - IPS - G-Sync
http://www.tftcentral.co.uk/reviews/acer_xb270hu.htm
Acer XG270HU - TN - Freesync (again, not ready for prime time, Freesync broken)
http://www.tftcentral.co.uk/reviews/acer_xg270hu.htm
The Freesync models ya have to cross off for now as Freesync is broken and the fix may involve new firmware or who knows what,.
Given that the G-Sync Acer XB Model is cheaper than the Swift, is IPS and actually has lower lag than the Swift..... I can't see buying the Swift unless it drops below $600
Expect other manufacturers to jump into the fray .... the XG has already dropped $60 since introduction. As more companies jump in, economies of scale and competition will drive prices lower. The latter hasn't had an effect as yet but should when (if ?) freesync gets fixed.