Newegg has the 512MB starting at $43 and the 1GB starting at $54. These are passively cooled, and low profile. They still do Dolby True HD and DTS-HD bitstreaming. Looks like we finally have a winner!

http://www.anandtech.com/video/showdoc.aspx?i=3720 Looks to be a great card for a new build. It's a single slot, PCI-e powered, DX 11, Dolby True HD, and less than $100. Lower end 55xx and 54xx due to be announced Feb 6.

Aside from your personal preference, I think you just made my point. Even though people are paying for cable, most of their attention is centered on the originally OTA programming/channels. Sure they pay for cable, mostly because it brings added daytime/weekend programming. But the numbers still show...