Well, the market will pay what the market will bear.
I understand the frustration.. but take a walk with me and look at the bigger picture.
If I get a PC version of the 8800, I have to get what? A PC.
So, I have this whizbang MacPro that has an OS that I find much more stable and adaptable to my work requirements, but I also sometimes want to play games or run some other apps on Windows. The stock 7300gt works great for me in OSX but since I'm a frequent PC gamer, I can boot into bootcamp and have my fix.
But gosh, this 7300gt is lame on CoD4! (and I love CoD4.. did I mention that ? )
So I have 2 choices.
I can buy a PC or pay a $100 premium on the apple version of the 8800gt.
Another PC is what ? ~$800 ? (at least $500 for a half-decent gaming rig)
So users will eat the $100 to save $500.. not to mention having 2 computers in an already crowded study.
Makes better sense now? It is probably THE choice for those who would rather have a single tower solution but have the benefits of both operating systems.
Apple knows this and they will charge what they can, they are out to make money after all.. and once again the market will pay what the market will bear.
So when you take a larger view, you end up saving money, even after paying the apple tax.
You can of course buy a PC version, flash it, moon it whatever (just like i did with the PC version of the ATIx1900 in my MP right now)
.... but you have not taken into account that flashing voids warranty.. you brick it, you bought it.. no exchanges etc..
The apple price includes warranty yadah yadah.. Is that $100 worth the warranty and support? not taking the risk of frying the $180 PC version? piece of mind? ..thats an individual's choice and, like buying stock, risk tolerance level.
... I wouldn't be complaining if it's a 50 dollar markup, I'd probably suck it up. All they really had to do was update a firmware to make good on their claim that the Mac Pro is upgradable. Yes, this is a card for a small market so how much money can they really make? If they're breaking even on the card to keep potential customers happy, is a $100 dollar markup on a $180 dollar card(MSRP PC version.. and those stores aren't breaking even either) a fair price for a firmware update? Well I'm going to continue to question that but you can accept the status quo and just take whatever they dish out at you.