When Nvidia doesn't have any new product to sell to help it's lagging business, they have a habit of repackaging old product and calling it 'new'.
In this case, it's the repackaging of the G92 cards (98xx series) and the G94/96 cards (96xx and 95xx series) and calling them new products as the "GTS1x0 and GT1x0". These cards do not offer any performance improvement over their older brethren, which is expected since these cards are the same exact as their older brethren, just with new packaging and increased price. Yep, Nvidia suggested price point is higher than the 98xx, 96xx and 95xx series.
So, if you are looking for a new mid-range video card and it has to be from Nvidia, do yourself a favor and don't get suckered into this scam and buy a more expensive GT(S)1x0 card. Save yourself some money and buy a 9xxx series; same card, same performance, less price.
ack-ack