Never ending war between ATI and NVidia

Hostilities between ATI and NVidia have never been so fierce. Cards after cards come out at an incredible rate, sometimes replaced even before they're actually available.
Now the battle has begun to move onto the field of prices. In order to prepare the coming out of the Geforce 7900, ATI will have to lower the price of the X1900, which has just been announced. It will be quite a significant discount indeed: from $70 to $100 depending on the model.
This situation has become nonsensical. Of course all this is good business for the customer, but it has become very hazardous to buy a product which might be replaced or discounted a few days after.
In any case, this all-out war will leave scars on the financial situation of both companies. Let's just hope it won't force any out of business, because if it does the survivor will benefit from a de facto monopoly situation.