Because it can cope with everything upto a Gtx285 and does it for £195 - and as soon as nVidia get the Gtx275 out from all partners it will drop even more and it will drag everything with it.
I don't mean the architecture is a classic - I just mean the card as it is. And that is before the partners get the non-reference versions out. It is going to whipe best part of £100 off Gtx285 over the coming month.
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a few memory architectural tweaks.
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Improved shaders as well - clock for clock it is faster than a 4870.