7970 was 1st GCN iteration. Whatever engineers come up with, software guys need to learn the architecture in order to take advantage of it. This happens over time. AMD was very excited about GCN and what it can do in theory. And we can see that theory becoming reality now.
If AMD came out and said straight away - guys our GPUs can eventually outperform future competitors products, no one would have ever believed it and laughed at them. Instead they gave us some subtle hints on how capable GCN is as an arch.
nVidias maxwell were designed as lean arch excellent for certain workloads, that's why nvidia software guys were able to get quite a lot out of it from the get go. I am sure their Kepler would have improved similar to GCN, but I guess nvidia concentrated their efforts on Maxwell more, since they were their cash cows. If they had the team working on Kepler optimisations, Maxwell optimisations would have suffered.
Will be interesting to see how Maxwell ages once Pascal is out. I wouldn't be surprised that it will fall flat on the face soon after.