Kepler is falling behind though since everyone only looks at the GTX780 series cards and not any of the others ones. My GTX660 is now consistently much slower than an HD7870 when they were quite closely matched at launch,and the rest of the range really didn't overclock anywhere as well in percentage terms as the GTX780. One of the reasons the review sites had to change their testing methodology(and I was talking with someone who knew a reviewer) was because Boost V1 tended to have issues over longer time periods,ie,throttling,which a few German and French websites discovered and it made the results look higher than they did.
Then you add certain review sites,ie, like pcgameshardware which use pre-overclocked cards in their benchmarks and even a highly overclocked GTX770 is not doing as well. Even a pre-overclocked GTX770 running at 1.2GHZ clockspeed is loosing to stock clockspeed R9 280X in The Division:
http://www.pcgameshardware.de/The-Division-Spiel-37399/Specials/PC-Benchmarks-1188384/
The R9 280 and R9 280X had very minimal boost,ie,around 50MHZ and these cards could hit 1.2GHZ which meant they could easily bypass an overclocked GTX770 in the game.
An overclocked GTX670 is slower than an overclocked HD7870 in the game too.