NVIDIA and CCP announced at the CCP keynote today that EVE players will be able to buy a GTX 560 high-end graphics card with in-game currency. How much will this cost players? Just 20 PLEX, and that includes shipping too.
Only 100 cards will be available at first (one per account), with more possibly given out after NVIDIA and CCP see how this plays out. EVE players will need to keep a lookout for a registration page to pop-up on the EVE website soon to be able to grab one of these cards.
In-game currency to buy a real world good? It's pretty crazy, and something I hope to see happen more.
[Editor's note: As some readers point out, you use real money to buy PLEX, but you can also use the in-game currency, ISK, to obtain PLEX as well.]