Higher end cards will have higher quality chokes/Caps, more power phases and usually a larger and better quality PCB. They have higher end coolers. AMD/Nvidia will charge more for the higher end GPUs. All add to the cost. Plus there is a cost bump for the sheer fact thats its a faster card
didn't think about all that crap, wonder how much it actually costs amd/nvidia and the 3rd party companies overall per card.
The 7770 will stuggle at 1080p with BF3 @ high I wouldve thought.