AMD clearly believe this is faster than the Titan X, unless they are pretending it doesn't exist. Titan X owners prepare to be dethroned (Means me as well).
GOOD! I hope AMD give them a good thrashing. We need the competition.
I also hope they manage to bring out a mega card that pushing the power envelope to around 280W, just to cram as much in for the Hybrid cooler.
If with the cooler it spanks the Titan X, and remains cool it will sell.
That leaves their Air cooled version to slot in under the Titan X.