That's the thing though, most sites show benchmarks based around a few minutes of testing. I think it actually IS a newsflash to many people; and it's surfacing in relation to the 1080 release (a little unfairly) because the really high clock speeds combined with a lack of cooler options is making people examine this where many of them haven't examined it before.
This issue is as old as time and affects every single GPU review out there, not just the 1080. People have always argued about open bench vs. closed case vs. case that sits on carpet and is 50% dust.
Nobody gets exact parity with review figures; they're just an indication of the general trend. If you're suffocating a card with poor cooling to the extent that it fails to run, is it the vendor's fault? Does the situation change if lack of cooling results in a lower boost clock than others are achieving?