Haven't we heard this before?
"4gb's of HBM is the same as 6gb's of gddr5"
Er No!
It's all to do with the new memory cache and controller.
Actually 4Gb of HBM on the Fury's is roughly equivalent to 5.5gb on a DDR5 card in terms of how much memory is used.
There is NOTHING special in the memory controller or HBM, 4GB is 4GB.
AMD are saying, here is a chart of how much memory is allocated throughout a game on a graph, that line below it is how much is actually used. Game devs are idiots and put no thought into what memory is allocated vs used, almost no optimisation at all. For most games it's a case of, ask system how much video memory there is, set to do garbage collection when < 500MB left or something, nothing more or less, the rest just sits in memory for no reason. With no sense put on which is allocated first if the game appears to need more memory than the card has for the given settings.
AMD are saying, much more aggressive unloading of memory will drastically cut down memory allocated without any real change in memory actually used. AMD is already significantly more memory efficient than Nvidia in this regards from the drivers side and has been for as long as I can remember now.
Watch Dogs 2 benchmarks on gamegpu (website is struggling to load for me but the images are available if you search watch dogs 2 gamegpu on google), a RX480 and a 1080 shows at 4k 7.5GB use for the 1080, 6.5GB for the RX480, 6.5 vs 5.5GB for 1440p and 6.3 vs 5.2GB for 1080p.
This is frequently seen in I'd say by far the majority of games. I think I've seen one ever where Nvidia had lower memory usage, a decent amount where it's similar and dozens/hundred where AMD is using significantly less memory.
HBM is no more efficient, and loading data isn't suddenly better because there is more bandwidth. If a request for data you need comes in and it's not in memory the request goes off the gpu, across the same buses, the same cpu, the same sata connection the same access time and finally gets back to the GPU maybe 20ms later and then it can be processed... loading into memory and then being used is a fraction of the time of actually going across the system to get it.
Comparing Fury to a 980ti and deciding HBM is more efficient because it's using less flies in the face of frankly a decade of evidence that AMD uses noticeably less memory. As shown with two gddr using cards, AMD is still using miles less memory, nothing to do with HBM. A byte is a byte is a byte.