Could be for any number of reasons the difference in power use. What's consistent though is that there isn't much between the 7970 GE and 290, if it weren't for the high core temp nobody would be talking about heat.
http://static.techspot.com/articles-info/736/bench/Power_02.png
8W more for the 290 over the 7970 GE there (full system draw).
http://static.techspot.com/articles-info/736/bench/Power_02.png
8W more for the 290 over the 7970 GE there (full system draw).