ATM the GTX280 is about the same price as the 8800GTX was at launch in the UK (£430-440), but the 8800GTX held it's price for quite a while if I remember correctly. Where as the GTX280 will drop very soon it would seem. I don't think it's an unfair asking price, it's just we've been spoiled with very cheap cards for the last year, so it seems alot. It is almost double the power of the 8800GTX, I just don't like how it's been achieved.
It's still more than i'm willing to pay though
. < £350 would be nice.