Being the vendor behind the fastest graphics card money can buy means a lot for both NVIDIA and AMD, in equal measures, as neither is willing to accept the "second best" spot while trying to spin off their mediocrity with "performance/features to price" (unlike the desktop CPU industry). NVIDIA has been a company traditionally seen as being behind the fastest GPUs for longer periods of time, and with higher standards in product quality. Its GeForce GTX 580 single-GPU was very fast, but its competition was inconclusive with the Radeon HD 5970, the red team's lead extended with the launch of Radeon HD 6990, a couple of weeks earlier, but now NVIDIA got the GeForce GTX 590.