The GTX 285 is what the GTX 280 should have been. In the industry, we call this a "performance kicker". It's faster, consumes less and is cheaper to produce - all the ingredients that buyers love. Yet, the little story is that NVIDIA could have made the GTX 280 be that good, but at the time, they didn't think that the Radeon 4870 would be so good and decided to spend time and resources elsewhere (hey, it's always easy to criticize in hindsight).
Anyway, this is fixed. The GTX 285 is the new sheriff in town and it sells for about $380, so that's about 15% more performance for almost half the *initial* price of the GTX 280 - not bad huh?
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