Absolutely agree with you Tom. Too many cards with only minor differences and way too pricey. IMHO since the GTX500 series of cards, prices have been too high, artificially so.
I bought a GTX570 and it cost £240 then, it still costs £220 now!
The GTX670 came in upwards of £350 and they are still over £300.
The sweet spot for these cards I believe is around £250 at launch.
Then a little while later, when prices begin to fall, the special editions come around and they can charge a bit more.
You mentioned the importance of aesthetics in your review Tom. On that note I would bring your attention to your graphs. I find them difficult to use. I'd like to see the reviewed card in a different colour to make it stand out and maybe group the cards according to type and have the best at the top. And yes I have to agree, some of the results did seem a bit odd, the reference GTX670 in BF3 beating the MSI for example.
That aside, a very good and Prof review as always.
Keep up the good work.