The marketing guy probably compared introduction prices. When NVidia:s GF4 entered the market they were everything but cheap. If their XP4 figure is an intruduction price which will drop to 25-50% of the original cost.. ..Well, then their competitors are in for a very rough fight for survival.
They have actually chosen a very good time to rock the market; the previus generation gfx boards are like slugs compared to the new, therefore such cannot compete with the low-end cheapos of the new generation (XP4). The GF4 mx400 market exists for a reason. And that market may very well taken over by the XP4 in a not so distant future, giving them a solid foundation to operate from, and NVidia shareholders cold feet.
The game is not about the technology itself, nor sales; it's about to what lengths competitors shareholders will stay onboard when the boat starts rocking.
