Not necessarily true. I picked up a brand new reference GTX 780 ti for $450 CAD pretax from NCIX. I can get three and put them in triple SLI for much better performance for the price, or even dual sli for a fraction of the cost...
Really depends on how much you can grab these cards for. And in early 2015, when the 780 ti is worth $300, you'll see that NVidia still offers a superior value for performance.
(scroll to see the 780ti on sale)