The newest member of NVIDIA's GeForce Kepler family is also its most important. The new GeForce GTX 660 Ti launched today targets a cost-performance sweet-spot with its US $299 reference price. What makes this price-point of particular importance to GPU makers is that graphics cards priced around it compete directly with premium game console bundles from the PlayStation 3 and the Xbox 360 line, transforming ordinary desktop PCs into lean and mean gaming monstrosities. By NVIDIA's own statistics, PCs are growing as a gaming platform, and the $299 price-point is one of its prime movers.The GeForce GTX 660 Ti is derived from the 28 nm GK104 silicon, the same chip that powers GeForce GTX 670, Kepler poster-boy GeForce GTX 680, and the flagship GeForce GTX 690. It is closer to the GeForce GTX 670 in more specifications than the GTX 680 is, down to the same chip. It has the same number of CUDA cores with 1,344, and the same set of clock speeds with 915 MHz core, 980 MHz GPU Boost, and 6.00 GHz memory. The only points of difference between the two are memory bus width with 192-bit (against 256-bit on the GTX 670), and ROP count with 24 (against 32 on the GTX 670). The memory bus is narrower by 25%, resulting in a memory bandwidth of 144 GB/s (against 192 GB/s on the GTX 670). The GeForce GTX 660 Ti, with its starting price of $299, is also NVIDIA's most expensive performance-segment GPU to date. Its predecession includes the GeForce GTX 560 Ti, the GTX 460 1 GB, the GTX 260, and the 9800 GT – all of which had slightly lower price points. Given that AMD has two SKUs in close-quarters with this price-point, the Radeon HD 7870 and Radeon HD 7950, NVIDIA would have chosen this price-point as well. In this review, we test this notion.