Prices seem pretty good compared to the 7970. Cheapest in-stock GTX480 was £390 vs £460 for the cheapest 7970. Also, the GTX480 was by far the fastest card of it's generation, being 60-80% faster than previous generation cards. At the moment the 7970 is only the first card of it's generation, and has just ~20% over the previous gen GTX580. In performance terms (if not in power efficiency), the GTX480 was a much superior card for it's time.
lol, max overclock 480gtx vs max overclock 5870, still only 10-15% ahead, max overclock 580gtx vs max overclock 7970...... 50%+ ahead, NOT 20%.
It's funny, if Nvidia release a TDP limited underclocked Kepler, you would never in a million years find me pretending the ultimate speed of the card was less than it really was. For all the people that like to call me biased I frequently recommend nvidia cards when they provide as good value for money, 470/570gtx at their best pricing were better buys than the 5850/6950, but those two cards didn't stay around the £215-225 mark for long. 560ti 1gb is fine, 560ti 2gb was a joke, etc, etc.
The card is underclocked, this couldn't be more completely blindingly obvious.
You will, FOR CERTAIN get either an underclocked big Kepler that overclocks as well as a 7970, or you will get a big kepler that has a tdp rating over 300W AND uses a decent amount more than that. If its got X clocks and 350-400W real power usage or if its 250-300W and underclocked, the card is simply as fast as the card really is either way.
Go download and stick a bios with 600Mhz clocks on a 580gtx..... does that change the fact that it can run the same overclock no matter the stock speed..... no.
The 7970 isn't 20% faster than a 580gtx, by any stretch of the truth.