As others have said....due to R&D, programmers for software, component cost, and paying all the little children 'round the world to put em together....they charge, I believe if they would leave out the useless driver disk and the paper that says "put card in slot...." they could bring the cost down 'bout a hundred dollars U.S. Seriously, everything that goes into the graphics card and the companie's profit margins...stock holders...and so on.....hence the billion dollar card. Gotta love it....