See the little winky icon, that means it's in jest. Well apart from the ~£100 Nvidia premium for similar performance (see GTX770 vs R9 280X for proof). Boomstick has been posting many images/gifs and videos ragging on R9 290X noise and heat levels. Despite this I know he is having a bit of banter and would happily run a good AMD card in his PC. I happen to think reference R9 290X is a great card with a crap cooler and I would never consider purchasing one. Well, that and the fact I am running a GTX780. The fact I said that about reference R9 290X does not = an insult to everyone who purchased one.
Honestly, GTX780Ti looks like a great card, but contrary to the rumours it is clearly not going to be the new king. It was the same with R9 290X being called a Titan killer, apart from price it isn't a Titan killer. 780Ti is just Nvidia's answer to R9 290X and the leaked slides show it trading blows. Once Custom cooled OC editions of both cards are out it will be down to price which one is the best.