I feel if we are all going to be honest, that was probably the worst decision ever to use a pair of 480s running AoTS and showing it marginally faster than a 1080. If the card was fast enough, why not put it against a 980 in Aots in a card V card situation. That would have made whole lot more sense to me, or even run it against a 390.
I don't buy the "we don't want to take site traffic away from reviewers" either. I am going to put my head on the chopping block and say it is about 10% slower than a 390 at 1440P.
Problem is that at every previous launch nVidia was telegraphed pretty good specs and launched a counter that blunted AMD. This time around they are being a lot tighter on leaks which could mean that they suck or that they are holding something else back
I guess time will tell.