For a good four years (forever in the tech world) AMD/ATI played and won the value game against Nvidia. Their cards performed better, were cheaper, and were more efficient than Nvidia's best offerings. AMD never held the performance crown, but they certainly held the value crown. Then in 2011 things changed with the HD 7970 being the first time in a long time that AMD really chased performance. It was the beginning of the end that they've never really recovered from. Unfortunately it's led to this new generation were Nvidia is getting away with things because they have no reason to play nice. This is why we need AMD more than ever.