I just noticed. 300w power consumption.
LMFAO.
Half the power my eye !
Learn to read, the 6970 was pre release giving slides that said <300W, because its less than 300W, guess what, 8W is also <300W.
It firstly NO WHERE in the slide gives actual power usage it specifies the range of less than 300W, nothing more or less, and NO ONE ANYWHERE has said half the power usage.
roughly speaking half the power usage FOR THE SAME PERFORMANCE.
IE a 7870 performing similarly to a 6970/50, could do so for half the power.
EVERY process ever has claimed half the power usage, yet every generation the high end uses more power, but the MIDRANGE tends to give the same performance as the previous gen, at half the power.
http://www.anandtech.com/show/2856
4870, 150W, 5770, 108W. But remember that the memory is the same and uses the same amount of power, the power circuitry eats power, etc, etc. So its likely the 4870 is using around 100W for the gpu alone and 50W for the rest, and the 5770 the gpu uses closer to 50W with the same 50W for everything else, give or take a few.
You will never actually get exactly half the power usage, and the 5770 supports more features anyway so theres a few more things to use power under load than the 4870.
Also yes, think about it, the 5870 is literally twice as fast as the 4870, and does it for just under 190W, how much power would a card like the 4870 but doubling everything use on 55nm? IE 1600 shader 4870 on 55nm, well 150W x2 = 300W, and the 5870 uses a lot less.
THe half the power holds true, but ONLY FOR THE SAME PERFORMANCE, with a card twice as fast there isn't a card to compare it to, but in the case of a 7970, you would compare it to a theoretical 6970 with double everything using roughly double the power.