Of course, if you think you have to play every new game on highest settings (even if that rarely makes much difference) you NEED the most expensive card. These customers are what the manufacturers like most, and they know they can rely on them paying ANY price - because they just MUST have all the latest gimmicks, like superultraspeed with separate shadow textures for invisible pixels moving behind objects covering them, and so on.
But your average highest-tech card won't Last much longer than half a year - if you keep that standards. Nothing to say against of course, if you have enough money - its your money
. Ok, you can always resell our old card on ebay when upgrading - but, while the average middlehigh card will drop from around 200$ to around 150$, half a year old high tech cards usually plummet from 500$ to 200$...