NVIDIA isn't lying still. Their GeForce GTX460 represented some serious bang for buck performance and their upgrade on it is not looking too shabby at all.
The GTX460 had a truck load of overclocking ability, which MSI and various other companies took advantage of in the form of overclocked models like the famous HAWK cards. Now the GTX560 is ready to use some of this saved up performance and put another dent in the market.
The GTX560 will come out at 820MHz compared to the 460's clock of 675MHz. The card is aiming for late January and should be about the same price. These cards will sell like hotcakes, delicious hotcakes.