IT really annoys me. It's one of the most stupid arguments that I have seen on these forums.
Everybody knows that they are mid range cards, but, they are either justifying their future purchase or defending Nvidia, so they are calling them high end to make themselves feel better.
Those are the only two explanations I can think of as to why intelligent people on these forums are calling these cards high end. People new to the forums and people out on the street, I can understand why there would be confused.
What frustrates me most is how many people on this forum laughed when the 680 beat the 7970. Claiming look how a mid range card beat a high end card. Asked how they knew how the 680 was a mid range card? Oh because it was built on the GK104 part and everybody knows that Nvidia base their mid range cards on the GXXX4 part!! And now those same people are claiming that the 980 and 1080 are high end cards and are happy to pay to high end prices for those cards. Conveniently forgetting that these cards are built on GXXX4 parts
I just find the whole thing a little surreal.