I think they realized the value in the gaming segment as massman has stated, especially since their mainstream line is the Vengeance series and I am sure the profit margins on those kits are better then the highly binned kits.
All the GTX's have been excellent (Hyper & PSC) except for the GTX8 kit as it is definitely more comparable to a mid grade GSkill kit; GSkill has been truly GSkillliin it lately, but I think the lines are getting a bit out of hand since all they do is redesign a heat spreader and boom, new line. The Trident X 2800 kit is showing strong results on air (3000 11-14-14-35).