“Why is this card so much more expensive than the base 6800. I was able to get it in my cart to order but decided that it wasn't worth that much. Why is it more?”
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This is an engineered 3rd party graphics card with re-engineered air cooling and more dynamic heat pipes to cool it. The subsidiary partner has also boosted this card with software for dynamic boost if temperatures allow. If you are water cooling buying a reference card makes more sense but if you're relying on stock air fans to do the cooling theses partner cards do offer an upgrade to the reference cards.
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