This is being marketed to the business users not techies that know how to set up the AMD cards using display ports which are a real pain as you have to spend some extra bucks to get the right (active) connector because most monitors don't support display ports yet. If the thing is a package deal where you have the card and the splitters with just a simple plug and play, no muss no fuss type of deal then $130 is a steal. Time is money and spending hours learning the technology and making sure you buy the right connectors makes saving $70 over the AMD product a no brainer. Sure you could buy a high end gaming card from AMD that has the same capability but those are not marketed to business users and the size of most of them means they may not fit into the Dell/Gateway sitting on their desk, not to mention the noise of some of those cards! Overall I think this is a winner for Nvidia if they market it right.