With benchmarks of the Radeon R9 290X doing rounds, it's getting increasingly clear that NVIDIA's GeForce GTX 780 won't remain competitive with the Radeon R9 290X for too long; and the R9 290X isn't competitive with the GeForce GTX TITAN enough to warrant a price-cut for the $999.99 SKU. NVIDIA's solution to the tangle is a newer SKU that replaces the GTX 780 from its current $649.99 price-point, which trades blows with the R9 290X.
Called GeForce GTX 780 Ti, the SKU could be an overclocked GTX 780, or one that ships with a few more CUDA cores. NVIDIA didn't reveal any technical specifications, other than posting a teaser picture CGI render. To quote NVIDIA on this, "Stay tuned for details."