Nvidia decided to offer much more affordable DirectX 10 cards than ever before. Nvidia wants to be ready for the back to school season and wants to put price pressure on DAAMIT.
The cheaper DirectX 10 XFX PVT86SWAQG Geforce 8400GS HDCP Video Card with 512MB, (256MB on Board) 64-bit GDDR2, PCI Express x16 costs $56.99 and $10 less after mail in rebate. EVGA will sell you its EVGA 256-P2-N445-LX Geforce 7300GT Video Card with 256MB, 128-bit GDDR2, PCI Express x16 for $62 and will offer you $25 mail in rebate. At the end you will end up paying only $37 for this DirectX 9 card. PNY will be a bit more expensive.
EVGA, XFX and PNY will offer its 8600 GT cards for $110 after the $20 rebate and this will definitely put a lot of pressure on the Radeon HD 2600 XT cards which are selling for around that price.
You can learn more about it here.