It may be at £530 approx on release, but I'd imagine sub £500 from about a month or so onwards.
I hate to harp on about it, but looking at some of the comparisons of this card and perhaps an older review of 2x 6970, in some graphs it makes sense and in others it doesn't. Not in the way that you'd look at reflecting, repeating results within the same benchmark and blame the immature drivers for it, but in reflection of one bench vs another where (in all honesty) there just has to be continuity in the comparison.
As a result, I'd have to look around to judge whether this is a pro or con versus just crossfiring cards.
So all in all the underlying card is fanfreakingtastic, but let down horribly by the reference cooler. We can't wait to see what the partners bring to the table because with a half-decent cooler this really will be tough to resist.
This is almost exactly what "should" have been said about the GTX480.