If one card uses 180W and costs £300, and another card uses 300W, is £450, and only offers 10% more performance, the power/heat/noise/price just become unacceptable FOR THE LEVEL OF PERFORMANCE OFFERED.
This exactly.
If there were two cards, the first which consumed 200 watts of power and cost £200, and another which consumed 400 watts of power and cost £400, but was only 10% faster than the first, only Raven would buy it

The GTX 470 and 480 are such unappealing purchases compared to the GTX 460 or 560 which consume far less power, produce much less heat and noise, and for a mere 5% less performance. I'd rather have a quiet and cool setup, rather than a loud and hot one thats only 5% better.
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