VR is what the industry is trying to push. Since VR needs substantially more power NVIDIA/AMD are both competing to make more powerful hardware at more consumer friendly prices. But for a guy like me who has no interest in VR it means better hardware at cheaper prices. It also means that the lowest common denominator in consoles will be raised to lessen consolization. The age of 4K gaming on one GPU isn't as far off as people think. I give it three years..