With the launch of their GeForce GTX 980 and GeForce GTX 970 NVIDIA has discontinued three of their top-selling graphics cards the GeForce GTX 780 Ti, GeForce GTX 780, and GeForce GTX 770. At $549 the GeForce GTX 980 takes over the spot of the GeForce GTX 780 Ti / 780 and it is cheaper to make.
The GeForce GTX 970 also targets many sub-$350 products, making the GeForce GTX 770 pretty much irrelevant. NVIDIA has also lowered the price of the GeForce GTX 760, which is now down to a price of $219. NVIDIA is expected to launch the 760 replacement, the GTX 960 at some point in October.