Kyle over at HardOCP went on a well-founded rant about what can be considered NVIDIA's attempt to bleed out the average consumer through lack of knowledge in their products. The upcomming GTS 250 is being passed on to the consumer as being something new, however it is essentially a rebranded 9800, which was rebranded from the 8800 series.

To make things even dirtier, there is an industry rummor floating around that NVIDIA was progressing in its efforts to keep HardOCP shut out of the GTS 250 launch, presumably for them knocking the card for what is stated above.