Hey man, you said it. IMO? if it was something they did not know about they would have made a statement to say "We really don't understand why this is happening and are looking into it".
But no. Instead they come along and tell you exactly why it's happening, because basically that's how the 970 uses its VRAM. They then post some benchmarks showing that it's not much worse than a 980....
What's the point of putting on, say, a 7990's box 6gb VRAM ! when we all know that it's really 3+3gb VRAM and you can only use 3gb of it because the other 3gb is just there to make the card run?
It's called marketing my friend. And once you understand that you'd be just as cynical and mistrusting as I am !