They will still have cheap ass cooling components.
http://www.theinquirer.net/gb/inquirer/news/2007/11/05/amd-hd3800-pricing-shockThe new ATi card coming is the HD 3870, which will compete with the Geforce 8800GT.It is priced at $230, $20 lower than the 8800GT.
From all reports it looked like this card was significantly faster, but rather than keeping it fast, ATi have decided to go with a cheaper cooling component. I guess consumers are partially to blame, because they see something slightly cheaper and go for it, without realizing the product will crap out in a few years.
Until my switch with the 7800GTX, I had always been an ATi guy. However my 9700 and 9800, as well as my brother's 9800 all crapped out very prematurely. They were giving artifacts and crap, and from the anandtech forums, it appeared a lot of people had the same problem.
Scottws mentioned the same issue as well, and a lot of people swore they wouldn't buy ATi after the X1900XTX cards started dying a year or so after the warranty expired.
The 2900XT is a great deal at $400, but requires a shit load of power, and produces a lot more heat than the 8800GTX despite giving fewer frames per watt. The flagship version of the 2900XT, the 2900XT
X was scrapped and never released because it couldn't run at higher clock speeds. There have been tons of complaints from people regarding the X1900s that they had the worst coolers. There was no room for overclocking, hell some people had to underclock... and they were LOUD.
The real truth is that AMD started running into clocking walls (with a selected heatsink-fan combo) and again decided to crash the prices instead of gunning for a better cooling setup that will enable those 800 MHz+ clocks we saw earlier in development.
Now the upcoming HD3870 which was faster than the 8800GT has been deliberately clocked down so that they can stick another cheap ass cooler on it. Yes they had Nvidia beat, and are now more content with equaling them on performance, and undercutting on price.
In the end people are going to buy it, because it is $20 cheaper than the 8800GT. I guess I don't blame ATi entirely in this case, because they need more than a 15% performance boost to beat the 9800GT.
But it all makes sense why Nvidia partners often overclock their cards before selling, without modifying the coolers, while offering lifetime warranties. Hell... XFX offer two lifetime warranties.
Yet no ATi partner would dare offer that, and nor would they be foolish enough to overclock without using their own cooling components.
You have to wonder...
The Xbox 180s were really good in terms of durability, and were powered by Nvidia. This generation, with the 360s, MS went with ATi, and it is said one out of four 360s are dying within a year of being bought.
On a side note, do you guys think BFG, XFX and eVGA will be haunted in a few years by all those lifetime warranties? I mean those cards will die eventually right, then what? It will be like a sudden surge of people wanting another 7600GS when they are no longer in production. I hope they've thought this through.
Take a look at GM. It was offering all sorts of insane benefits to its workers in the past, which has gotten the company in a lot of trouble.